Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time

Tonietto, G. N., & Barasch, A. (2020). Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time. Journal of Marketing, https://doi.org/10.1177/0022242920944388.

18 Pages Posted: 16 Jul 2021

See all articles by Gabriela Tonietto

Gabriela Tonietto

Rugers Business School

Alixandra Barasch

INSEAD; New York University (NYU) - Leonard N. Stern School of Business

Date Written: July 14, 2021

Abstract

Advances in technology, particularly smartphones, have unlocked new opportunities for consumers to generate content about experiences while they unfold (e.g., by texting, posting to social media, writing notes), and this behavior has become nearly ubiquitous. The present research examines the effects of generating content during ongoing experiences. Across nine studies, the authors show that generating content during an experience increases feelings of immersion and makes time feel like it is passing more quickly, which in turn enhances enjoyment of the experience. The authors investigate these effects across a broad array of experiences both inside and outside the lab that vary in duration from a few minutes to several hours, including positive and negative videos and real-life holiday celebrations. They conclude with several studies testing marketing interventions that increase content creation and find that consumers who are incentivized or motivated by social norms to generate content reap the same experiential benefits as those who create content organically. These findings illustrate how leveraging content creation to improve experiences can mutually benefit marketers and consumers.

Keywords: consumer-generated content, enjoyment, experiences, immersion, incentives, norms, time perception

Suggested Citation

Tonietto, Gabriela and Barasch, Alixandra, Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time (July 14, 2021). Tonietto, G. N., & Barasch, A. (2020). Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time. Journal of Marketing, https://doi.org/10.1177/0022242920944388., Available at SSRN: https://ssrn.com/abstract=3886961

Gabriela Tonietto (Contact Author)

Rugers Business School ( email )

The State University of New Jersey
1 Washington Park
Newark, NJ 07102-3122
United States

Alixandra Barasch

INSEAD ( email )

Boulevard de Constance
Fontainebleau, 77305
France

New York University (NYU) - Leonard N. Stern School of Business ( email )

44 West 4th Street
Suite 9-160
New York, NY NY 10012
United States

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