Consumption Experiences

View Sample PDF

Copyright: 2015
Pages: 22
Source title: Understanding Consumer Behavior and Consumption Experience
Source Author(s)/Editor(s): Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico)and Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)
DOI: 10.4018/978-1-4666-7518-6.ch002

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

Purchase

View Consumption Experiences on the publisher's website for pricing and purchasing information.

Abstract

Understanding consumption experiences becomes increasingly important as competition intensifies and goods and services become more and more commoditized. Emotions, which aid in the formation of deep emotional bonds between consumers and products and increase consumer loyalty, represent a central feature of consumption experiences. This chapter addresses three types of consumption experiences—cross border, counterfeits, and sport—to show how extraordinary experiences build deep emotional connections with consumers. Understanding consumption experiences is of the utmost importance for marketers, because such an understanding can help them to design engaging and memorable products and services that consumers will want to enjoy time and time again. Consumption experiences are also a medium through which to understand human needs, values, and behaviors, as well as how consumers construct narratives that explain the way they live these experiences.

The IRMA Community

Research IRM

Consumption Experiences

Purchase

Abstract

Related Content

IRMA Sponsors