The “Aha!” moment and brand experience : exploring domain-distance concept stores for experiential retail

As experiential retailing becomes increasingly vital in the post-pandemic era, brands are actively exploring novel ways to create immersive and memorable in-store experiences. This study introduces the concept of domain distance—the integration of ideas or elements from seemingly unrelated fields—into retail design as a strategic driver of consumer insight and engagement. Central to this framework is the “Aha!” moment, a sudden sense of insight and surprise, which we examine as a catalyst for multi-dimensional brand experiences, subsequently influencing store attitudes and word-of-mouth (WOM) intentions. Two empirical studies were conducted: Study 1 investigates whether domain-distance concept stores trigger “Aha!” moments, and Study 2 employs structural equation modeling to test how these moments shape sensory, affective, behavioral, and intellectual brand experiences, as well as their downstream effects on store attitudes and WOM intentions. The findings demonstrate that “Aha!” moments play a pivotal role in enriching brand experience, fostering positive evaluations and communicative behaviors. Moreover, need for uniqueness (NFU) moderated these effects—individuals with higher NFU developed store attitudes based on a broader range of brand experience dimensions. By applying a brand experience lens, this study identifies the “Aha!” moment as a novel antecedent of enriched brand experiences. Crucially, it shows that such moments can be strategically triggered through domain distance in retail design. These findings offer actionable insights for crafting retail environments that foster insight-driven engagement, particularly for consumers with varying levels of NFU.