An interactive relativistic preference experience

Ontem recordei de memória Morris Holbrook. Hoje, cá está o detalhe retirado de "Introduction to consumer value" introdução ao livro "Customer value. A framework for analysis and reserach" em 1999.
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"I define consumer value as an interactive relativistic preference experience.
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By interactive, I mean that consumer value entails an interaction between some subject (a consumer or customer)  and some object (a product).
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Essentially, this interactionist position maintains that value depends on the characteristics of some physical or mental object but cannot occur without the involvement of some subject who appreciates it.
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By relativistic, I mean that Customer Value is (a) comparative (among objects), (b) personal (across people), and (c) situational (specific to the context). (a) It is comparative in that one must make utility comparisons among objects rather than among people; in other words, I can legitimately claim that I like Susan Sarandon better than Madonna, but not that I like Ms. Sarandon more than you do. (b) It is personal in the sense that it varies from one individual to another; colloquially, we say that "One (hu)man's meat is another (hu)man's poison." (c) Further, value is situational in that it depends on the context in which the evaluative judgment occurs; hence, the standards on which evaluative judgments hinge tend to be context-dependent, changing from one situation to the next, as when our preference for tea varies from hot Earl Grey (in the winter) to iced orange pekoe (in the summer) and possibly to warm herbal (before bed).
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By preference, I simply mean that consumer researchers have found a variety of names by which to refer to the general concept of an evaluative judgment. These include "predisposition" (positive-negative), "attitude" (favorable-unfavorable), "opinion" (pro-con), "directional behavior" (approach-avoidance), "valence" (plus-minus), "judgment" (good-bad), or "evaluation" (liking-disliking).
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Finally, by experience, I mean that Customer Value resides not in the product purchased, not in the brand chosen, not in the object possessed,  but rather in the consumption experience(s) derived therefrom; ... all products provide services in their capacity to create need - or want - satisfying experiences. ... the role of experience of a central position in the customer value