Experience Marketing: Concepts, Frameworks and Consumer Insights

Bernd Schmitt

Foundations and Trends(R) in Marketing, 2011, vol. 5, issue 2, 55-112

Abstract: Experience is a new and exciting concept marketing academia and practice. This monograph reviews the various meanings of experience as the term is used in philosophy, psychology, and in consumer behavior and marketing. I will discuss the key concepts of experience marketing such as experiential value, different types of experiences, the distinction between ordinary and extraordinary experiences and experience touchpoints. I will also review the empirical findings that provide consumer insights on experiences — such as how experiences are remembered, whether positive and negative experiences can co-exist, how experiential attributes are processed and whether experiences are rational. Practical frameworks for managing and marketing experiences will be discussed. I will conclude with an exploration of how experience marketing can contribute to customer happiness.

Keywords: Experience; Consumer research; Customer management; Happiness (search for similar items in EconPapers)
Date: 2011
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