Experience Marketing: Concepts, Frameworks and Consumer Insights

By Bernd H. Schmitt. 2011

389 citations recorded by the source corpus.

Experience is a new and exciting concept marketing academia and practice. This monograph reviews the various meanings of experience as the term is used in philosophy, psychology, and in consumer behavior and marketing. I will discuss the key concepts of experience marketing such as experiential value, different types of experiences, the distinction between ordinary and extraordinary experiences and experience touchpoints. I will also review the empirical findings that provide consumer insights on experiences — such as how experiences are remembered, whether positive and negative experiences can co-exist, how experiential attributes are processed and whether experiences are rational. Practical frameworks for managing and marketing experiences will be discussed. I will conclude with an exploration of how experience marketing can contribute to customer happiness.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/4a19d736ee7e2ea1d36a809f31d3ae364bd67137

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Citations in the corpus

Happiness from Ordinary and Extraordinary Experiences (2014, background): “This study explores a potential implication for marketers who are increasingly looking to position their products and marketing campaigns as more experiential (LaSalle and Britton 2003; Schmitt 1999, 2011).”
The consumer production journey: marketing to consumers as co-producers in the sharing economy (2018, background): “A related objective of marketing is to increase consumers’ utility by intensifying the utility they obtain per hour spent, for example, by meeting multiple consumption needs at the same time or by improving the consumer experience (Pine and Gilmore 1998; Schmitt 2011).”
Co-Creation Experiences: Attention and Memorability (2016, positive): “They desire to sense flow, belonging, or communitas (Arnould & Price, 1993; Cary, 2004; Morgan, 2007; Schmitt, 2010).”
Customer experience driven business model innovation (2020, background): “For example, Schmitt and colleagues (Schmitt 1999, 2003, 2010; Schmitt, Brakus & Zarantonello 2015) persuasively argue that experiential marketing is the way forward to firms.”
To have in order to do: Exploring the effects of consuming experiential products on well-being (2015, positive): “Using the marketing framework developed by Hirschman and Holbrook (1982, 1986) and extended by others (e.g., Gentile et al., 2007; Schmitt, 1999, 2010; Schmitt & Zarantonello, 2013), the answer is likely connected to the type of consumer experience each purchase type facilitates.”
Consumer experience and experiential marketing: a critical review (2013, background): “The present review relies, in part, on another review of the experience literature published recently (Schmitt, 2010); however, this review also extends the coverage of the experience literature and in identifying future research issues.”
Co-creation of tourist experiences: a literature review (2018, background): “In the sense that interaction involves some kind of proximity to other people in the experiencescape, it is also the foundation of communitas, desire and feelings of belonging (Arnould & Price, 1993; Cary, 2004; Morgan, 2007a, 2007b; Schmitt, 2010).”