ABSTRACT

This book covers the ‘hot topic’ of the experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book. It highlights the idea that an experience is not something that can be readily managed by firms and is not limited to the market: an individual’s daily life is made up of consuming experiences that can occur with or without a market relation.

Offering an overview of the consumption experience, it outlines a continuum of experiences of consumption that consumers go through, including:

  • those that are mainly constructed by consumers around small items that comprise their daily life, such as organic products and non-profit or local associations
  • those that have been co-developed by companies and consumers: tourism or adventure projects, rock concerts and cultural events
  • those that have been largely developed by the companies where consumers are immersed in a hyper-real context such as fashion, sports brands, edutainment and retail.

Broad and comprehensive, this book provides a challenging vision of the consumption experience, which is an invaluable tool for all those studying marketing and consumer behaviour.

part |1 pages

Part I SETTING UP THE SCENE OF THE CONSUMER EXPERIENCE

chapter 1|14 pages

Consuming experiences: an introduction

ByAntonella Carù, Bernard Cova

chapter 2|17 pages

Agents in paradise: experiential co-creation through emplacement, ritualization, and community

ByJohn F. Sherry, Jr, Robert V. Kozinets, and Stefania Borghini

chapter 3|14 pages

Consumer immersion in an experiential context

ByAntonella Carù, Bernard Cova

part |1 pages

Part II CONSUMER-DRIVEN EXPERIENCES

chapter 5|14 pages

Consumption experiences and product meanings: pasta for young Italian consumers

ByDaniele Dalli, Simona Romani

chapter 6|13 pages

The blandness and delights of a daily object

ByBenoît Heilbrunn

part |1 pages

Part III CO-DRIVEN EXPERIENCES

part |1 pages

Part IV COMPANY-DRIVEN EXPERIENCES

chapter 10|15 pages

Converging industries through experience: lessons from edutainment

ByStefano Podestà, Michela Addis

chapter 12|16 pages

Re-enchantment of retailing: toward utopian islands

ByOlivier Badot, Marc Filser

part |1 pages

Part V CONCLUSION

chapter 13|10 pages

Consuming experience: retrospects and prospects

ByEric J. Arnould