Experience Marketing: Concepts, Frameworks and Consumer Insights
Year: 2011
Type: article
Abstract: Experience is a new and exciting concept marketing academia and practice. This monograph reviews the various meanings of experience as the term is used in philosophy, psychology, and in consumer behavior and marketing. I will discuss the key concepts of experience marketing such as experiential value, different types of experiences, the distinction between ordinary and extraordinary experiences and experience touchpoints. I will also review the empirical findings that provide consumer insights on experiences — such as how experiences are remembered, whether positive and negative experiences can co-exist, how experiential attributes are processed and whether experiences are rational. Practical frameworks for managing and marketing experiences will be discussed. I will conclude with an exploration of how experience marketing can contribute to customer happiness.
DOI: 10.1561/1700000027
Author: Bernd Schmitt
Institution: Columbia University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2004792309