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Qualia: Touching the inner needs of consumers’ hearts

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  • Niu, Han-Jen

Abstract

The agricultural, industrial, and post-industrial service economy consumption patterns of the late 19th and 20th centuries have given way to the experience economy. Qualia addresses the inner needs of consumers’ hearts by providing them with the value of happiness and being gratified, e.g. the frenzy for Apple products. To achieve this, a relevant Consumer Qualia Scale (CQS) scale will be developed in three steps. Firstly, the literature review and five in-depth interviews of experts and content analysis were employed to generate the initial items. Secondly, three factors and eight sub-factors were extracted from the exploratory factor analysis based on 817 samples. Thirdly, a confirmatory factor analysis was performed to identify the validity of the qualia scale. The results showed that the 3-factor and the 52-item qualia scale were reliable and valid. This study expands the current knowledge of brand marketing and addresses the scarcity of the qualia literature, and therefore provides new perspectives to a variety of applications made feasible by CQS, which serves as a framework for further empirical research in this field.

Suggested Citation

  • Niu, Han-Jen, 2019. "Qualia: Touching the inner needs of consumers’ hearts," Australasian marketing journal, Elsevier, vol. 27(1), pages 41-51.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:1:p:41-51
    DOI: 10.1016/j.ausmj.2018.11.003
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