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:
- those that are mainly constructed by consumers around small items that comprise their daily life, such as organic products and non-profit or local associations
- those that have been co-developed by companies and consumers: tourism or adventure projects, rock concerts and cultural events
- those that have been largely developed by the companies where consumers are immersed in a hyper-real context such as fashion, sports brands, edutainment and retail.
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 Antonella Carù and Bernard Cova 2. Agents in Paradise: Experiential Co-Creation Through Emplacement, Ritualization and Community John F. Sherry Jr., Robert V. Kozinets and Stefania Borghini 3. Consumer Immersion in an Experiential Context Antonella Carù and Bernard Cova Part 2: Customer Driven Experiences 4. I Feel Good: Who Needs the Market? - Struggling and Having Fun With Consumer-Driven Experiences Véronique Cova and Eric Rémy 5. Consumption Experiences and Product Meaning: Pasta for Young Italian Consumers Daniele Dalli and Simona Romani 6. The Blandness and Delights of a Daily Object Benoît Heilbrunn Part 3: Co-Driven Experiences 7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking Richard Ladwein 8. The Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts Chiara Santoro and Gabriele Troilo 9. Fashion as the Ultimate Experiential Object: The Case of Issey Miyake’s A-POC Brand Patrick Hetzel Part 4: Company Driven Experiences 10. Converging Industries through Experience: Lessons from Edutainment
Stefano Podestà and Michela Addis 11. How Value-Based Brands Create Valuable Experiences: The Case of Sports Brands Vanni Codeluppi 12. Reenchantment of Retailing: Towards Utopian Islands Olivier Badot and Marc Filser Part 5: Conclusion 13. Consuming Experiences: Retrospect and Prospects Eric Arnould
Biography
Caru, Antonella; Cova, Bernard
'There is no question that consumption experiences are at the core of understanding how marketing works. This collection provides helpful insights and rich illustrations for this crucially important topic.'
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, USA
'We are at the dawn of a new marketing era, and CONSUMING EXPERIENCE is a roller-coaster ride through the new relationship between people and commerce. Fasten your seatbelts.' - Alex Wipperfürth, Partner at Dial House and author of BRAND HIJACK
'This volume is a much needed and timely contribution to understanding contemporary consumers and consumption. A must read for marketing scholars and practitioners.' - A. Fuat Firat, College of Business Administration, The University of Texas – Pan American, USA
