ABSTRACT
This chapter seeks to explore four major key changes in consumer behavior: digital, empowerment, emotion, and postmodernism. These new trends can affect customer experience and help companies design suitable experiences by taking into account both tangible and intangible needs. The chapter explains a comprehensive framework that includes tangible and intangible elements the readers should consider to design a suitable and satisfying customer experience. It presents the idea of consumer empowerment, its pillars, and the main opportunities and challenges for brand managers and marketing professionals. The chapter provides a cultural questioning of modernism and addresses the key characteristics and values of postmodern consumers living within a digital era. Consumer empowerment can then drive brand success and new opportunities. Consumer emotional involvement increases brand loyalty and sales by improving brand image and positioning. Consumer emotion is a key component that has a strong impact on consumer decision-making and his/her satisfaction.
