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Is Consumer Experience the Next Best Thing? Reflections from a systematic review and research agenda proposition

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  • Fernanda Bueno Cardoso Scussel

    (Federal University of Santa Catarina - UFSC)

Abstract

Literature recognizes consumer experience as an important construct to understand consumer behavior as well as the dominant basis for market differentiation. There is a growing body of knowledge on consumer experience, but little is known about the characteristics of its scientific production. Considering this, we performed a systematic review in order to provide an overview on consumer experience developments. We selected 414 articles for the final analysis and categorized them according to demographic, institutional and methodological criteria. Results indicated the predominance of empirical work, quantitative methods and organizational perspective. We concluded consumption experience is at the top of marketing agenda on research and practice, but it is still an incipient construct, lacking theoretical discussions, especially concerning its conceptualization, and the development of consumer perspective, which will lead consumer experience to the comprehension of consumption phenomena on its totality and complexity.

Suggested Citation

  • Fernanda Bueno Cardoso Scussel, 2019. "Is Consumer Experience the Next Best Thing? Reflections from a systematic review and research agenda proposition," CBR - Consumer Behavior Review, Universidade Federal de Pernambuco (UFPE), vol. 3(2), pages 57-69, December.
    • Handle: RePEc:afy:journl:v:3:y:2019:i:2:p:57-69
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    File URL: https://periodicos.ufpe.br/revistas/cbr/article/view/241195/33876
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    References listed on IDEAS

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    1. B. Joseph Pine & James H. Gilmore, 2013. "The experience economy: past, present and future," Chapters, in: Jon Sundbo & Flemming Sørensen (ed.), Handbook on the Experience Economy, chapter 2, pages 21-44, Edward Elgar Publishing.
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    3. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
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    5. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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    More about this item

    Keywords

    Consumer experience; Literature review; Research agenda;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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