Consuming Experience

by Antonella Caru (Editor), Bernard Cova (Editor)

Overview

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.

Product Details

ISBN-13:	9780415382434
Publisher:	Taylor & Francis
Publication date:	12/07/2006
Edition description:	1ST
Pages:	220
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Caru, Antonella; Cova, Bernard

Table of Contents

Part 1: Setting Up the Scene of the Consumer Experience 1. Consuming Experiences: An Introduction 2. Agents in Paradise: Experiential Co-Creation Through Emplacement, Ritualization and Community 3. Consumer Immersion in an Experiential Context Part 2: Customer Driven Experiences 4. I Feel Good: Who Needs the Market? - Struggling and Having Fun With Consumer-Driven Experiences 5. Consumption Experiences and Product Meaning: Pasta for Young Italian Consumers 6. The Blandness and Delights of a Daily Object Part 3: Co-Driven Experiences 7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking 8. The Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts 9. Fashion as the Ultimate Experiential Object: The Case of Issey Miyake’s A-POC Brand Part 4: Company Driven Experiences 10. Converging Industries through Experience: Lessons from Edutainment 11. How Value-Based Brands Create Valuable Experiences: The Case of Sports Brands 12. Reenchantment of Retailing: Towards Utopian Islands Part 5: Conclusion 13. Consuming Experiences: Retrospect and Prospects

Editorial Reviews

'There is no question that consumption experiences are at the core of understanding how marketing works. This collection provides helpful insights and rich illustrations for this crucially important topic.'

Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, USA

'We are at the dawn of a new marketing era, and CONSUMING EXPERIENCE is a roller-coaster ride through the new relationship between people and commerce. Fasten your seatbelts.' - Alex Wipperfürth, Partner at Dial House and author of BRAND HIJACK

From the Publisher