体验营销外文文献翻译译文3000多字.docx

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体验营销外文文献翻译译文3000多字

文献出处：

AdeosunLPK,GaniyuRA.ExperientialMarketing:

AnInsightintotheMindoftheConsumer[J].AsianJournalofBusinessandManagementSciences,2014,2（7）:

21-26.

（声明：

本译文归XX文库所有，完整译文请到XX文库。

）

原文

ExperientialMarketing:

AnInsightintotheMindoftheConsumer

LadipoPatrickKunleAdeosun，RahimAjaoGaniyu

1INTRODUCTION

Inrecentyears,therehasbeenincreasedinterestinbuildingandenhancingcustomerexperienceamongresearchersandpractitioners.Companiesareshiftingtheirattentionandeffortsfrompremiumpricesorsuperiorqualitytomemorableexperiences.Also,thevaluecreatedbymemorableoruniquecustomerexperiencesandemotionsexertsignificantimpactonorganizationalperformanceintermsofcustomersatisfaction,retentionandloyalty.Experientialmarketingisthenewapproachwhichviewsmarketingasanexperienceandtreatsconsumptionlikeatotalexperiment,bytakingcognizanceoftherationalandemotionalaspectsofconsumptionusingeclecticmethods.

Weareintheeraof‘experienceeconomy’andthemainconcernandpreoccupationofproactiveorganizationishowtocreatetotalexperienceanduniquevaluesystemforcustomers,whichnecessitatetheneedtounderstandthelifeofcustomerfromperspectiveoftheirshoppingexperience.Experiencesisinherentinthemindofeveryone,andmayresultintophysical,emotional,andcognitiveactivitieswhichinvariablymaygeneratestrongfeelingsthatthecustomermighttakeaway.Experiencetendstocomefromtheinteractionofpersonalmindsandevents,andthusnotwoexperiencesmaybethesameinanyoccasion（Schmitt,1999）.

Schmitt（2003）distinguishesbetweenfivetypesofexperiencethatmarketerscancreateforcustomerstoinclude;sensoryexperience（sense）,affectiveexperience（feel）,creativecognitiveexperience（think）,physicalexperience,behaviorsandlifestyles（act）,andsocial-identityexperience,allrelatingtoareferencegrouporculture（relate）.Theauthorpositsthattheultimategoalofexperientialmarketingistocreateholisticexperiencethatseektointegratealltheseindividualtypesofexperiencesintototalcustomerexperience.

AccordingtoPineandGilmore（1999）,economicdevelopmentisgeneratinganewanddynamiceraofexperiences,whichchallengethetraditionalsalesapproachfocusingonproductsalesandserviceoffering.Andinordertoenhanceconsumers'emotionalconnectionstothebrandandprovideapointofdifferentiationinacompetitiveoligopoly,retailershaveturnedtheirattentiontocreatingmemorableretailexperiences,whichtrytoappealtoconsumersatbothphysicalaswellaspsychologicallevels.

Theemergenceandspreadofshoppingmalls,supermarketsandhypermarketsinbothdevelopedanddevelopingcountries,heightenedcompetitionforconsumers’spendableordiscretionaryincomes.Therearethereforemorechoicesavailableforconsumersthaneverbefore.Insuchasituationretailersseekstodevelopbusinessstrategiesthatfocusoncreatingandmaintainingcustomers,byofferingcustomersadifferentiatedshoppingexperience.

Theterm"ExperientialMarketing"referstoactualcustomerexperiencewiththeproduct/servicethatdrivesalesandincreasebrandimageandawareness.Whendoneright,it'sthemostpowerfultechniquetowinbrandloyalty.Olorunniwoetal.,（2006）concludedthatcustomerexperienceisrelatedtobehavioralintentionsandconnectingtheaudiencewiththeauthenticnatureofthebrandisoneoftheprimegoalofexperientialmarketing.Thisisachievedthroughparticipationinpersonallyrelevant,credibleandmemorableencounters.

Shoppinghasbeenconsideredasearchprocesswhereshopperswouldliketoensurethattheymaketherightdecisions.Inaddition,theyalsointendtoderiveemotionalsatisfaction（Tauber,1972）.Ithasbeenfoundthatahighlevelofbrandawarenessmaynottranslateintosales.Proactiveorganizationshouldconsidereveryvisitoftheshopperasadistinctencounterandamomentoftruth.Unlesstheinteractionissatisfactory,thenextvisitmaynotguaranteed.Therefore,ifthestoredoesnotprovideacompellingreasonforarepeatpatronage,theamountofpurchasepervisitmaylikelydecline（Zeithaml,1998）.

Thegrowingsignificanceofexperientialmarketinghasresultedintodiverseandfascinatingstudyontheconcept（e.g.Csikzentmihalyi,1997;Schmitt1999;PineandGilmore1999;Holbrook,2000;Arnouldetal.,2002;CaruandCova,2003tomentionafew）.However,thedynamicsofconsumerbehaviorhavenecessitatedtheneedformorepapers.Withfewexceptions,theexistingexperientialretailliteraturehasfocusedmainlyontheisolatedtestingofstaticdesignelements（i.e.atmospherics,ambientconditions,andservicescapearchitecture）ofretailstores（TurleyandMilliman,2000）.McCole（2004）inparticularrecognizesthisdearthofacademicresearchintheareasofexperientialandeventmarketingasanindicationofthedivisionbetweenacademiaandbusinessandcallsformarketingtheoryintheseareastobemorecloselyalignedwithpractice.

Similarly,Gupta,（2003）identifiedalackofsystemicbodyofknowledgeandconceptualframeworkonwhichtobasescientificinquiryasakeytenetofexperientialmarketing.Thecurrentstudyseekstoaddresssomeofthesegapsintheliterature.Inconsequencethispaperaimstogaugeconsumers'responsestoexperientialmarketinginmodernretailoutletsandanalyzetheeffectofexperientialmarketingonconsumerbehavior.

2.CONCEPTUALBACKGROUND

Experienceasdefinedwithintherealmofmanagementisapersonaloccurrencewithemotionalsignificancecreatedbyaninteractionwithproductorbrandrelatedstimuli（HolbrookandHirschman,1982）.Forthistobecomeexperientialmarketingtheresultmustbe“somethingextremelysignificantandunforgettablefortheconsumerimmersedintheexperience”（CaruandCova,2003,p.273）.AccordingtoSchmitt（1999）experientialmarketingishowtogetcustomerstosense,feel,think,act,andrelatewiththecompanyandbrands.Customersatisfactionisakeyoutcomeofexperientialmarketingandisdefinedasthe“customerfulfillmentresponse”whichisanevaluationaswellasanemotion-basedresponsetoaservice.Itisanindicationofthecustomer’sbeliefontheprobabilityorpossibilityofaserviceleadingtoapositivefeeling.Andpositiveaffectispositivelyandnegativelyrelatedtosatisfaction.

Experientialmarketinginvolvesthemarketingofaproductorservicethroughexperienceandintheprocessthecustomerbecomesemotionallyinvolvedandconnectedwiththeobjectoftheexperience（Marthurs,1971）.Awelldesignedexperienceengagestheattentionandemotionoftheconsumer,andbecomesmemorableandallowsforafreeinterpretation,asitisnon-partisan（Hoch,2002）.Incontrasttotraditionalmarketingwhichfocusesongainingcustomersatisfaction,experientialmarketingcreatesemotionalattachmentfortheconsumers（McCole,2004）.ThesensoryoremotionalelementofatotalexperiencehasagreaterimpactonshapingconsumerpreferencesthantheproductorserviceattributesZaltman（2003）.Thebenefitsofapositiveexperienceincludethevalueitprovidestheconsumer（Babinetal.,1994;Holbrook,1999）andthepotentialforbuildingcustomerloyalty.

Experientialretailstrategiesfacilitatethecreationofemotionalattachments,whichhelpcustomersobtainahigherdegreeofpossessivecontroloverin-storeactivities（Schmitt,2003）.Thesestrategiesallowconsumerstobecomeimmersedwithintheholisticexperiencedesign,whichoftencreatesaflowofexperiences.Affectivereactionbasedonaninteractionwithanobjectcanbedescribedasaperson’ssubjectiveperceptionorjudgmentaboutwhethersuchinteractionwillchangehisorhercoreaffectorhisorheremotiontowardtheobject.Cognitivereactiontowardinteractingwiththeobjectinvolvescognitivereasoningorappraisal,andisaconsumerassessmentofthepurchaseimplicationsforhis/herwellbeing.Cognitiveandaffectivereactionstowardsanobjectcanbequitedifferent,forexample:

onemightappraisetakinggarlicasgoodandusefulforone’shealth,nevertheless,onecanatthesametimeconsideritunpleasantduetoitssmellandtaste.

Experientialeventscanturnouttocreatebothconsumerandconsumptionexperiencesandcanbyfarmoreeffectiveinattainingcommunicationgoals.CaruandCova（2003）conceptualizationofexperience,andCsikzentmihalyi（1997）experiencetypologyand7‘I’sofWoodandMasterman（2007）mayserveasausefulframeworkforevaluatingtheeffectivenessofaneventbydevelopingmeasuresthatrelatestothelevelofchallenges,newness,surprise,andmatchingitwiththeaudience’spriorexperienceandskilllevel.However,theusefulnessofmeasuringtheseattributesoftheeventdependsupontheassumptionandbeliefthataneventthatisstronginthoseattributeswilleffectivelycreateamemorableandpotentiallybehaviorchangingexperience.

Thestrategicexperientialmarketingframeworkconsistsoffivestrategicexperientialmodelswhichcreatedifferentformsofexperienceforcustomers.Thefivebasesofthestrategicexperientialmodulesare:

（1）Sensoryexperience:

thesensoryexperienceofcustomerstowardsexperientialmediaincludesvisual,auditory,olfactoryandtactileresponseresults.

（2）Emotionalexperience:

theinneremotionandsenseofcustomersraisedbyexperiencemedia.（3）Thinkingexperience:

customers'thoughtsonthesurpriseandenlightenmentprovokedbyexperiencemedia.（4）Actionexperience:

istheavenuethroughwhichexperiencemedia,linkedcustomerssothattheycanacquiresocialidentityandsenseofbelonging.（5）Relatedexperienceforcustomers:

isactualizesthroughth