Redefining Concepts of Consumer Experience (7/16)

This book provides a high-level snapshot of the current state of consumer experience and experiential marketing through several different lenses, including the growth of the field over the years, offline and online experiences as well as consumption and brand experiences. The book defines the concept of consumer experience and creates frameworks and categorizations for various pieces of the experience process. Of particular note to social media use at music festivals is the book’s concept of the online experience “flow”, defined on page 32: “A cognitive state experienced during internet navigation where the consumer is immersed in the activity and tunes out any thoughts not relevant to navigation”.

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