quarta-feira, maio 27, 2015

Stuff vs experiences (parte II)

Parte I.
"As organizations move from push, fairly generic and commodized marketing and general, passive customer awareness to customer-centricity and understanding/ leveraging of customer needs and expectations, we have progressed from functional value delivery to emotion-based relationships and optimized, personalized experience.
Today, emotions and personalization have everything to do with optimizing, or crippling, the customer experience. Emotions and personalization can drive bonded customer behaviour; and they also have the power to create rejection and anger."

Trechos retirados de "Strategic Customer Brand-bonding: Building Personalized Value and Loyal Behaviour through Obsessive Focus, Discipline, and Innovative and Engaging Communication", de Michael Lowenstein, publicado por Journal of Creating Value 1(1) 108 –118.
"We comment on Gilovich and colleagues' program of research on happiness resulting from experiential versus material purchases, and  critique these authors' interpretation that people derive more happiness  from experiences than from material possessions. Unlike goods, experiences cannot be purchased, and possessions versus experiences do not seem to form the endpoints of the same continuum. As an alternative, we present a consumer-experience model that views materialism and experientialism as two separate dimensions whose effects on consumer happiness, both in the form of pleasure and in the form of meaning, depend on the type of brand experiences evoked. Thus, a good life in a consumerist society means integrating material and experiential consumptions rather than shifting spending from material to experiential purchases."
Trechos retirados de "From experiential psychology to consumer experience" de Bernd Schmitt, J. Joško Brakus e Lia Zarantonello, publicado por Journal of Consumer Psychology 25, 1 (2015) 166–171

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