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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1352-2752
- DOI
- 10.1108/QMR-04-2018-0042
- Publisher site
- See Article on Publisher Site
Abstract
PurposeThe purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience.Design/methodology/approachA historical review of the development of the concept of consumption experience is conducted from its introduction 35 years ago by Holbrook and Hirschman’s (1982) seminal paper to the most recent advances, including the articles selected for this special issue.FindingsFirst, the authors show that the introduction of the concept of consumer experience was a major (r)evolution on the theoretical, methodological and managerial levels. Second, the authors examine the theoretical risks associated with a biased conceptualization of the consumption experience. Third, the authors highlight future avenues for research on the consumption experience from both macro- (“zoom-out”) and micro-analytic (“zoom-in”) perspectives.Originality/valueThis paper offers a comprehensive view on one of the most disruptive concepts in marketing theory.
Journal
Qualitative Market Research: An International Journal – Emerald Publishing
Published: Sep 10, 2018