Stimulating Curiosity and Consumer Experience in a Retailer
| Autor: | Silvia Cachero-Martínez, Rodolfo Vázquez-Casielles |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Taste (sociology)
media_common.quotation_subject 05 social sciences Advertising General Medicine Competitor analysis Creativity Experiential learning Consumer experience Scale (social sciences) 0502 economics and business Curiosity 050211 marketing Customer experience management Marketing Psychology 050203 business & management media_common |
| Zdroj: | American Journal of Industrial and Business Management. :473-486 |
| ISSN: | 2164-5175 2164-5167 |
| DOI: | 10.4236/ajibm.2017.74034 |
| Popis: | Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Emotional experience can also be linked to pragmatic experience. This occurs in the sports, decoration and toy sectors. Thus it is important to develop innovations related to emotional experience. Enhancing imagination, creativity and arousing consumer curiosity the retailer will create an experiential shop, which are of particular interest to the consumer. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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