ABSTRACT
This chapter analyzes the different marketing approaches used by companies to manage consumption experiences. It illuminates the contributions of different approaches to experience management in order to support managers in their everyday activities. The chapter begins with an overview of the prevailing experiential marketing models that seek to generate extraordinary and unforgettable consumer experiences through the creation of thematized, secured, and enclavized environments that emphasize sensorial stimulation. Creating experiential contexts generally means generating a set of stimuli that allow access to the experience: Not only points of sales but also, for example, brand plants, events, and websites. The chapter identifies ways in which companies can develop marketing approaches capable of supporting the appropriation of experiences by the consumer. It offers tools and methods by which marketers can support the consumer in the appropriation process: support systems, including guides and referents, collective actions involving communities and rituals, and self-determination, including training and autonomy, eliciting autonomous participation.
