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UO Business: The Magazine, Summer 2017

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OR L UNDQU I S T C OL L E GE OF BUS I NE S S 19 F A C U LT Y They found this to be true only, however, if the planned future consumption experience is perceived to be as good as or better than the present experience. The future experience must also be in the same or a related product category. In terms of business, advertisers, in particular, can enhance their customers' overall experience by previewing certain aspects or even asking the consumer to imagine themselves in the experience. B Y A NNEM A R I E K NEP P ER - S JOBL OM

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