Experiência de consumo: proposta de um conceito unificador

Fernanda Bueno Cardoso Scussel; Natasha Fogaça; Gisela Demo

doi:10.5585/remark.v20i1.16103

Authors

Fernanda Bueno Cardoso Scussel Federal University of Santa Catarina - UFSC http://orcid.org/0000-0001-7953-6710
Natasha Fogaça University of Brasilia - UnB. http://orcid.org/0000-0002-6536-7546
Gisela Demo Anderson School of Management, University of California – UCLA. http://orcid.org/0000-0003-1864-0471

DOI:

https://doi.org/10.5585/remark.v20i1.16103

Keywords:

Consumption experience, Unifying concept, Value offer.

Abstract

Objective: To discuss the theoretical and epistemological foundations of consumption experience, in order to reveal its constitutive dimensions and, moreover, to propose a unifying concept.

Theoretical approach: Consumption experience is investigated by two research streams, a functionalist, regarding strategic marketing, and an interpretative one, concerning cultural studies of consumption. Both perspectives are analyzed in this paper, with the purpose of elaborating a concept that encompasses the complexity of this phenomenon.

Originality/relevance: This paper seeks to overcome the duality between traditional perspectives on consumption experience, analyzing this construct as a complex phenomenon, composed by consumers, market resources and cultural and social structures, based on a knowledge production system generated by epistemic matrices.

Results: six dimensions – emotional, cognitive, utilitarian, pragmatic, material and contextual, form consumption experience. Based on them, a new concept is presented, reconciling the functionalist and interpretive perspectives, understanding consumption experience as a complex phenomenon that encompasses the subjectivity of the consumer, the market logic and the socio-cultural context.

Theoretical/methodological contributions: This paper challenges the traditional analysis of consumption experience, presenting a concept that overcomes the consumer-firm duality, situating the phenomenon in time and space, contributing not only to the development of future empirical studies on the theme, but also essays about epistemological intersections necessary for the development of the marketing discipline.

Keywords: Consumption experience; unifying concept; value offer.

Downloads

Download data is not yet available.

Author Biographies

Fernanda Bueno Cardoso Scussel, Federal University of Santa Catarina - UFSC

PhD in Management

Natasha Fogaça, University of Brasilia - UnB.

PhD in Management

Gisela Demo, Anderson School of Management, University of California – UCLA.

Post-Doc in Management & Organizations.

References

Abbott, L. (1955). Quality and Competition: An Essay in Economic Theory. Columbia University Press, New York, NY.

Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. Journal of Consumer Behaviour, 1(1), 50-66.

Akaka, M. A., Vargo, S. L. and Schau, H. J. (2015). The context of experience. Journal of Service Management, 26(2), pp. 206-223.

Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.

Arnould, E., Price, L, & Zinkhan, G. (2002). Consumers. New York: McGraw-Hill.

Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing Management, 3(3), 8.

Carù, A., & Cova, B. (2003). Revisiting consumption experience a more humble but complete view of the concept. Marketing Theory, 3(2), 267-286.

Carù, A., & Cova, B. (2008). Small versus big stories in framing consumption experiences. Qualitative Market Research, 11(2), 166-176.

Carù, A. & Cova, B. (2013). Co-creating the collective service Experience. Journal of Service Management, 26(2), 276-294.

Firat, A., Kutucuoglu, K. Y., Saltik, I. A., & Tuncel, O. (2013). Consumption, consumer culture and consumer society. Journal of Community Positive Practices, (1), 182-203.

Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management, 15(2), 89-101.

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.

Grönroos, C. (2008). Service logic revisited: who creates value? And who co-creates?. European Business Review, 20(4), 298-314.

Grönroos, C. (2009). Marketing as promise management: regaining customer management for marketing. Journal of Business & Industrial Marketing, 24(5/6), 351-359.

Gupta, S. & Vajic, M. (2000). The contextual and dialectical nature of experiences. In Fitzsimmons & Fitzsimmons (Eds.), New Service Development (pp. 33-51). Thousand Oaks, CA: Sage Publications Inc.

Holbrook, M. B. (2006). Reply to Bradshaw, McDonagh, and Marshall: turn off the bubble machine. Journal of Macromarketing, 26(1), 84-87.

Holbrook, M. B. (Ed.). (1999). Consumer value: a framework for analysis and research. Psychology Press.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.

Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22(1), 1-16.

Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience – A review and research agenda. Journal of Service Theory and Practice, 27(3), 642-662.

Keiningham, T., Ball, J., Benoit, S., Bruce, H. L., Buoye, A., Dzenkovska, J., & Zaki, M. (2017). The interplay of customer experience and commitment. Journal of Services Marketing, 31(2), 148-160.

Komppula, R., & Gartner, W. C. (2013). Hunting as a travel experience: An auto-ethnographic study of hunting tourism in Finland and the USA. Tourism Management, 35, 168-180.

Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2017). The multilevel nature of customer experience research: an integrative review and research agenda. International Journal of Management Reviews, 20(2), 433-456.

LaSalle, D., & Britton, T. A. (2002). Priceless: Turning ordinary products into extraordinary experiences. Harvard Business School Press.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, Special Issue, 80, 69-96.

Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: a total customer experience approach. Journal of Consumer Marketing, 23(7), 397-405.

Mathwick, C., Malhotra, N. K., & Rigdon, E. (2002). The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison. Journal of Retailing, 78(1), 51-60.

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126.

Paes de Paula, A. P. (2016). Para além dos paradigmas nos Estudos Organizacionais: o Círculo das Matrizes Epistêmicas. Cadernos EBAPE. BR, 14(1), 24-46.

Palmer, A. (2010). Customer experience management: a critical review of an emerging idea. Journal of Services Marketing, 24(3), 196-208.

Pine, B. J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage. Harvard Business Press.

Pine, B. J., & Gilmore, J. H. (2013). The experience economy: past, present and future. Handbook on the experience economy, 21-44.

Pinto, M. R., & Lara, J. E. (2011). As experiências de consumo na perspectiva da teoria da cultura do consumo: identificando possíveis interlocuções e propondo uma agenda de pesquisa. Cadernos EBAPE. br, 9(1), 37-56.

Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16.

Schmitt, B. (2011). Experience marketing: Concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55-112.

Scussel, F. B. C. (2017). Poder, paradigmas e domínio na pesquisa em marketing no Brasil: uma análise da produção nacional da disciplina a partir das matrizes epistêmicas. Administração: Ensino e Pesquisa, 18(3), 518-557.

Scussel, F. B. C. (2019). Is Consumer Experience the Next Best Thing? Reflections from a systematic review and research agenda proposition. Consumer Behavior Review, 3(2), 57-69.

Scussel, F. B. C.; Petroll, M. L. M. (2018). A conceptual framework to explain consumption experience process: building theory from a systematic review. Anais. XLII Encontro da ANPAD (EnANPAD), Curitiba.

Serva, M., Dias, T., & Alperstedt, G. D. (2010). Paradigma de la complejidad y teoría de las organizaciones: una reflexión epistemológica. Revista de Administração de Empresas, 50(3), 276-287.

Sundbo, J. (2015). From service quality to experience–and back again?. International Journal of Quality and Service Sciences, 7(1), 107-119.

Sutton, R. I., & Staw, B. M. (2003). O que não é teoria. Revista de Administração de Empresas, 43(3), 74-84.

Toffler, A. (1970). Future shock. Amereon Ltd., New York.

Varshneya, G., Das, G. and Khare, A. (2017). Experiential value: a review and future research directions. Marketing Intelligence & Planning, 35(3), 339-357.