Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers

Dainora Grundey ()
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Dainora Grundey: Vilnius University, Lithuania.
Authors registered in the RePEc Author Service: Seymur Malik Guliyev, Sr. ()

Romanian Economic Journal, 2008, vol. 11, issue 29, 133-151

Abstract: The purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviour. Comparative analysis shows the main characteristics of traditional and experiential marketing. Traditional marketing characteristics are there: product functional characteristics and superiority, narrow determinate product categories, point of view to the consumer as a rational thinker, application analytical, quantitative and verbal methods, mechanical standpoint to the consumer “Stimulus- Reaction”. Experiential marketing present these characteristics: orientation to the consumer experience, looking to the consumer experience holistically, point of view to the consumer as rational thinker and emotional too, exclectizm of methodical, “from Stimulus to Reaction”. As we can see out of traditional marketing characteristics this standpoint to the consumer is insufficient, because it evaluate just one side of consumer behaviour: rational conduct so looking the biggest benefit from purchase. Meanwhile experiential marketing estimate both sides of consumer: rational and emotional, this standpoint to the consumer is more personal, individual.

Keywords: traditional marketing; experiential marketing; product superiority; consumer; emotions; rationality. (search for similar items in EconPapers)
JEL-codes: M31 P23 (search for similar items in EconPapers)
Date: 2008
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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