"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."
"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."