ABSTRACT
Consumers learn about products from the experience of interacting with people, objects,
and the environment. However, an experience is more than simply the passive reception
of external sensations or subjective mental interpretations of a situation. Rather, an
experience is the result of an ongoing transaction that gains in quality, intensity, meaning,
and value, integrating both psychological and emotional conditions (Mathur, 1971).
These conditions are ultimately accomplished via the generation of thoughts and/or
sensations brought together creating the experience (Hirschman, 1984). A product
purchase is in many ways not the purchase of a physical good itself but of an experience
