Revisiting Consumption Experience

Abstract

The notion of experience entered the field of consumption and marketing with Holbrook and Hirschman's pioneering article of 1982. Twenty years later, this notion has become a key element in understanding consumer behaviour, and, in some views, a foundation for the economy and marketing of the future. In our view, however, this development is not without its risks, as the concept of experience is still illdefined or, worse, defined in ideological terms. To this end, the present paper looks 1) to give an overview of the different meanings ascribed to the word `experience' in various scientific disciplines and to detail the different meanings ascribed to the notion of consumption experience; and 2) to highlight, using a deconstructive approach, that in the field of marketing we must use a typology of consumption experiences which goes beyond an ideological view that tends to consider every experience as extraordinary.

The Effect of Celebration Marketing and Its Correlation Model

“…To maintain good memories, the most important prerequisite is the wonderful experience (Wu, 2016b). Experience must go through personal attempt, which changes one's behavior or thought (Carù& Cova, 2003). Mathwick, Malhotra & Rigdon (2001) divided experience value into: (1) the consumer returns on investment (CROI) (2) service excellence (3) playfulness (4) aesthetics.…”

Zarządzanie doświadczeniami pracowniczymi: fundamenty teoretyczno-metodologiczne / Employee experience management: theoretical-methodological essentials

“…Aspekty teoretyczne i praktyczne związane z tym zagadnieniem były poruszane w literaturze światowej od kilkunastu lat (np. [Schmitt, Brakus, Zarantonello 2015;Carù, Cova 2003;Verhoef i in. 2009;Schmitt 2003;Smith, Wheeler 2002]).…”

“…Doświadczenie rozumiane jako wspomniany korelat jest w swej istocie zupełnie subiektywne (np. [Carù, Cova 2003;Arnould, Price 1993] Niezależnie od przyjętej definicji, zasadnicze kłopoty w obszarze badania doświadczeń, a tym bardziej zarządzania nimi, wiążą się z operacjonalizacją wspomnianych wyżej koncepcji. Wśród mnogości definicji i podejść do zagadnienia doświadczeń we współczesnym marketingu wciąż nie ma prostej odpowiedzi, co i jak mierzyć, chcąc badać doświadczenie.…”

The Marketing Event: The Case of “Gli Archi Village”

“…Once the event idea has been defined, service concept is then carried out, with general definition of the experience (Pin II & Gilmore, 1999;Carù & Cova, 2003) offered to the end user, or the main and additional services that are supplied, as well as the location in which the event will be hosted.…”