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.
University of Bocconi, Italy European School of Management, Paris, France
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 Object Part 3: Co-Driven Experiences 7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking 8. 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 Brand Part 4: Company Driven Experiences 10. Converging Industries through Experience: Lessons from Edutainment 11. 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