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Experience Marketing: Concepts, Frameworks and Consumer Insights

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  • Schmitt, Bernd

Abstract

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.

Suggested Citation

  • Schmitt, Bernd, 2011. "Experience Marketing: Concepts, Frameworks and Consumer Insights," Foundations and Trends(R) in Marketing, now publishers, vol. 5(2), pages 55-112, May.
    • Handle: RePEc:now:fntmkt:1700000027
    DOI: 10.1561/1700000027
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    Citations

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    Cited by:

    1. Rebecca Scott & Julien Cayla & Bernard Cova, 2017. "Selling Pain to the Saturated Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 22-43.
    2. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    3. Pakhalov, Alexander & Rozhkova, Natalia, 2020. "Escape rooms as tourist attractions: Enhancing visitors’ experience through new technologies," MPRA Paper 100678, University Library of Munich, Germany.
    4. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
    5. Pen-Kai Wang & Shen-Guan Shih & Yeng-Horng Perng, 2020. "Competitive Advantage Evaluation Model of Sustainable Housing Design," Sustainability, MDPI, vol. 12(15), pages 1-12, July.
    6. Shobhana Chandra & Sanjeev Verma, 2023. "Big Data and Sustainable Consumption: A Review and Research Agenda," Vision, , vol. 27(1), pages 11-23, February.
    7. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    8. Ham, Sunny & Lee, Kai-Sean & Koo, Bonhak & Kim, Seoyoung & Moon, Hyeyoung & Han, Heesup, 2021. "The rise of the grocerant: Patrons’ in-store dining experiences and consumption behaviors at grocery retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    9. Khaw Ooi San & Abu Bakar Sade & Linda Seduram, 2020. "Social Networking Brand Engagement using Creative Brand Content Experiences," International Business Research, Canadian Center of Science and Education, vol. 13(4), pages 1-63, April.
    10. Vo Thi Ngoc Thuy & Hoang Doan Phuong Thao, 2017. "Impact of students’ experiences on brand image perception: the case of Vietnamese higher education," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 217-251, June.
    11. Farah, Maya F. & Ramadan, Zahy B. & Harb, Dana H., 2019. "The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 136-143.
    12. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    14. Anne Köchling & Martin Lohmann, 2022. "Assessing pre-travel online destination experience values of destination websites: scale development and validation," Information Technology & Tourism, Springer, vol. 24(4), pages 457-484, December.
    15. Laurence Graillot, 2021. "Main well-being factors in tourism context : an application to active sport tourism [Principaux facteurs du bien-être dans le domaine du tourisme : Une application au cas du tourisme sportif actif]," Post-Print hal-03457468, HAL.
    16. Sobotkiewicz Dariusz, 2020. "Development or decline of marketing - systematic considerations," Management, Sciendo, vol. 24(1), pages 176-192, June.
    17. Bookhagen, Andrea, 2016. "Die Touchpoint-Analyse als Kontroll- und Steuerungsinstrument bei der Markenführung," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 35-50.
    18. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.
    19. Pakhalov, Alexander & Rozhkova, Natalia, 2020. "Escape rooms as tourist attractions: Enhancing visitors’ experience through new technologies," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 45-50.

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