Trim Activity Apprehension for Experiencers

Many studies in consumer behavior research have found that people tend to prefer products with an abundance of functions during their shopping, but then, after purchase, often encounter feature fatigue. They get frustrated while trying to master all the different functions.
     When purchasing experiences—such as a cruise—rather than products, the fatigue—or fear of fatigue—happens prior to the purchase, according to studies at Washington State University, Arizona State University, University of Northern Colorado, Pepperdine University, and Kennesaw State University. Before purchasing the experience, consumers have activity apprehension.
     The explanation for this difference is in the perishability of experiences. Your drive to get full value for your money and time creates anxiety. Attributes of products can be enjoyed at leisure and in a range of sequences. But if you miss the visit to the pyramids during the tour or the zipline drop when in the rain forest, let’s say, the opportunity is gone.
     Yet that same drive has an opposite effect after the experience. You’ll feel better looking back at all you did. Plus, the more activities you engaged in, the greater the possibility of a memorable peak episode. In the studies, people gave higher ratings post-experience when there had been more activities.
     Knowing this and in the interest of return business and good recommendations, see if you can reduce the activity apprehension before trimming the activities. The researchers recommend designing the experience so, when considering purchase, the shopper will anticipate scheduling flexibility and options to participate in all or only some of the activities. Also point to nonperishable components of the overall experience, such as the availability of the hotel swimming pool or the cruise ship buffet for the entire duration.
     According to researchers at University of Chicago and New York University, another way to improve post-experience ratings is to rotate the activities for the customers. The tour operator who wants the trip to seem like the customer is getting more for the money would intersperse music events, historical stops, and sporting events on the schedule rather than group the different types together.
     This technique is also useful when the customer is given unlimited flexibility. An amusement park retailer could make a day at the park seem longer by emphasizing individual components rather than categorizing them. A guide brochure to the park would show the mix of rides, games, eateries, and restrooms in each area of the park.

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