Revisiting Consumption Experience: A more Humble but Complete View of the Concept  

Oleh:

Carù, Antonella ; Cova, Bernard

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 3 no. 2 (Jun. 2003), page 267–286.
Topik: contemplative time; experiential marketing; extraordinary experience; romanticism
Fulltext: 267MT32.pdf (144.44KB)

Isi artikel

The notion of experience entered the field of consumption and marketing with Holbrook and Hirschman’s pioneering article of 1982. Twenty years later, this notion has become a key element in understanding consumer behaviour, and, in some views, a foundation for the economy and marketing of the future. In our view, however, this development is not without its risks, as the concept of experience is still illdefined or, worse, defined in ideological terms. To this end, the present paper looks 1) to give an overview of the different meanings ascribed to the word ‘experience’ in various scientific disciplines and to detail the different meanings ascribed to the notion of consumption experience; and 2) to highlight, using a deconstructive approach, that in the field of marketing we must use a typology of consumption experiences which goes beyond an ideological view that tends to consider every experience as extraordinary.

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