2. Experience Staging

Rossman stated has heralded

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Unformatted text preview: is to more fully elucidate the concepts that Rossman introduced during his Butler Lecture, and to propose a model for staging participant experiences that is based on technology from the experience industry. The study of consumer behavior includes an extensive history of attention to the emotional and motivational facets of consumption (Holbrook, 2000). From that line of inquiry, it is clear that the extent to which consumers value purchases they make is determined not only by the utility that is acquired through their purchases, but, often more importantly, for the emotional and motivational states that are associated with the purchase process and with ownership experiences. Many parents, for example, readily purchase expensive designer clothing for their teenage children when clothing of the same utility can be purchased at much lower prices. They understand that the “wearing experience” (Pine & Gilmore, 1999) of designer clothing is important to their sons and daughters, and that the social experiences of their children may also be impacted by clothing choices. Further, many of those same parents may drive to the shopping center to purchase the clothing in upscale automobiles offered by “high- end” manufacturers, when vehicles at much lower purchase prices would serve equally well in terms of comfort and utility. Product purchase and ownership experiences create value in ways that are at least equally important as the utility of products (Holbrook, 2000). In addition to product purchases, the same principle holds true for purchasers of services. Service experiences are valued not only for beneྰts that may result, but also for the facets of service encounters that elicit heightened states of emotion and motivation. Thus, the services of a plumber may be valued not for the beneྰts associated with the repair of a leaking pipe, but also as a result of the plumber’s performance in terms of reliability, empathy, assurance,...
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This document was uploaded on 09/20/2013.

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