ABSTRACT

Another aspect is that, from the customer’s point of view, consumption is essentially an experience. How well they enjoyed the ‘experience’ of using it usually determines how satisfied the consumer is with the product. Also, in driving and even when eating, the consumer’s time and some attention and effort are being ‘consumed’ as well. And what about the whole modern marketing phenomenon of branding (see Brand Selection): can people ‘consume’ a brand label simply by showing off the logo?