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Abstract:
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The subject of this thesis is the experiential discourse in marketing: how
experience is researched by scholars as well as understood and delivered by
practitioners. While experience-based approaches have been accepted and
implemented by consultants, scholars have yet to comprehensively embrace
experience as an academically robust concept (Holbrook, 2007; Palmer, 2010).
An experiential perspective seeks to delve deeper into cognitive and emotional
levels concerning consumption (Holbrook & Hirschman, 1982). In order to gain
insight into the intricacies of experience, a large data set consisting of conference
speeches and interviews was qualitatively analyzed, applying content analysis
(Kassarjian, 1977).
The findings reveal that there are many lessons to be learned about how
practitioners design and deliver experiential offers. Compared to the cases often cited
as part of the experience economy, which are typically manifested in retail
environments, consumer products and staged events, the findings reveal a more
nuanced discourse and a broader range of experience offerings representing many
industries, including: hospitality, software, documentary film making, science,
gaming, banking, and environmental design.
The data shed light on several aspects worthy of further research. How an
experience adds value, supports values, and is meaningful to the user is crucial.
Understanding a user’s goals is important in order to be able to design appropriate
interaction touch points yet allow fluid engagement. In addition to shaping experience
environments, whether physical or virtual, the findings reveal that practitioners exhibit
an astute sensitivity to context and process. Moreover they are concerned with affording “flow,” meaning optimal experiences (Csikszentmihalyi, 2003): not only for
users but also for themselves. The focus on purposeful activity and change suggests
that experience is part of an innovation discourse, potentially creating better offers and
relationships. This resonates with academic and business communities alike. |
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