ABSTRACT

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 |47 pages

Part I Setting up the scene of the consumer experience

chapter |14 pages

Chapter 1 Consuming experiences

An introduction

chapter |17 pages

Chapter 2 Agents in paradise

Experiential co-creation through emplacement, ritualization, and community

part |43 pages

Part II Consumer-driven experiences

chapter |14 pages

Chapter 4 I feel good — who needs the market?

Struggling and having fun with consumer-driven experiences

chapter |14 pages

Chapter 5 Consumption experiences and product meanings

Pasta for young Italian consumers

part |44 pages

Part III Co-driven experiences

chapter |17 pages

Chapter 8 The drivers of hedonic consumption experience

A semiotic analysis of rock concerts 1

chapter |11 pages

Chapter 9 Fashion as the ultimate experiential object

The case of Issey Miyake's A-POC brand

part |45 pages

Part IV Company-driven experiences

chapter |15 pages

Chapter 10 Converging industries through experience

Lessons from edutainment

chapter |12 pages

Chapter 11 How value-based brands create valuable experience

The case of sports brands

chapter |16 pages

Chapter 12 Re-enchantment of retailing

Toward Utopian islands 1

part |12 pages

Part V Conclusion

chapter |10 pages

Chapter 13 Consuming experience

Retrospects and prospects