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A theory of consumer>experiences

Josko Brakus, 2001
Faculty Advisor: Bernd H. Schmitt
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Abstract

This thesis presents a theory of consumer experiences based on a cognitive science framework that serves as an alternative to the mainstream marketing paradigm of information processing and choice. The framework consists of three key concepts: embodied cognition (i.e., the mind was conditioned by its natural environment); affordances (i.e., the mind responds to specific environmental cues); and mind modularity (i.e., the mind consists of specialized mental input devices). The theory of consumer experiences consists of five types of modular experiences-sensory, affective, intellectual, bodily and social-at two separate response levels-primary/automatic and secondary/acquired. The proposed theory is tested in three empirical studies. Some practical implications of the theory relevant in branding strategies are also tested in two studies. Finally, the impact of the theory on strategic marketing issues such as branding and positioning of products is discussed.

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