This book covers the ‘hot topic’ of the experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book. It highlights the idea that an experience is not something that can be readily managed by firms and is not limited to the market: an individual’s daily life is made up of consuming experiences that can occur with or without a market relation.
Offering an overview of the consumption experience, it outlines a continuum of experiences of consumption that consumers go through, including:
Broad and comprehensive, this book provides a challenging vision of the consumption experience, which is an invaluable tool for all those studying marketing and consumer behaviour.
Part 1: Setting Up the Scene of the Consumer Experience 1. Consuming Experiences: An Introduction 2. Agents in Paradise: Experiential Co-Creation Through Emplacement, Ritualization and Community 3. Consumer Immersion in an Experiential Context Part 2: Customer Driven Experiences 4. I Feel Good: Who Needs the Market? - Struggling and Having Fun With Consumer-Driven Experiences 5. Consumption Experiences and Product Meaning: Pasta for Young Italian Consumers 6. The Blandness and Delights of a Daily ObjectPart 3: Co-Driven Experiences 7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking8. The Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts 9. Fashion as the Ultimate Experiential Object: The Case of Issey Miyake’s A-POC BrandPart 4: Company Driven Experiences 10. Converging Industries through Experience: Lessons from Edutainment11. How Value-Based Brands Create Valuable Experiences: The Case of Sports Brands 12. Reenchantment of Retailing: Towards Utopian Islands Part 5: Conclusion 13. Consuming Experiences: Retrospect and Prospects