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Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers

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  • Dainora Grundey

    (Vilnius University, Lithuania.)

Abstract

The purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviour. Comparative analysis shows the main characteristics of traditional and experiential marketing. Traditional marketing characteristics are there: product functional characteristics and superiority, narrow determinate product categories, point of view to the consumer as a rational thinker, application analytical, quantitative and verbal methods, mechanical standpoint to the consumer “Stimulus- Reaction”. Experiential marketing present these characteristics: orientation to the consumer experience, looking to the consumer experience holistically, point of view to the consumer as rational thinker and emotional too, exclectizm of methodical, “from Stimulus to Reaction”. As we can see out of traditional marketing characteristics this standpoint to the consumer is insufficient, because it evaluate just one side of consumer behaviour: rational conduct so looking the biggest benefit from purchase. Meanwhile experiential marketing estimate both sides of consumer: rational and emotional, this standpoint to the consumer is more personal, individual.

Suggested Citation

  • Dainora Grundey, 2008. "Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 11(29), pages 133-151, (3).
    • Handle: RePEc:rej:journl:v:11:y:2008:i:29:p:133-151
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    References listed on IDEAS

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    1. anonymous, 2002. "Consumer spending, housing hold their own," Western economic developments, Federal Reserve Bank of San Francisco, issue Sep, pages 1-3.
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    Cited by:

    1. Dr. Ashutosh Nigam, 2012. "Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intensions in Organized Quick Service Chain Restaurants Shoppers Using Structural Equation Modeling Approach," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 7(2), pages 18-25, October.
    2. Antoniades George & Briede Dace & Kontina Marta & Milevica Inga & Stige-Skuskovnika Vita, 2020. "Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases," Economics and Culture, Sciendo, vol. 17(1), pages 53-61, June.
    3. Michael Boakye Yiadom & Madéle Tait, 2021. "Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 13(2), pages 34-44.
    4. Dr Michael Boakye Yiadom & Madéle Tait, 2022. "Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning," Information Management and Business Review, AMH International, vol. 14(1), pages 1-15.
    5. Valentina Della Corte & Enrico DiTaranto, 2014. "Quality in marketing process and networking value co-creation: some evidences in hospitality industry," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 53-80.
    6. Lamin B. Ceesay, 2020. "Building a High Customer Experience Management Organization: Toward Customer-Centricity," Jindal Journal of Business Research, , vol. 9(2), pages 162-175, December.

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    More about this item

    Keywords

    traditional marketing; experiential marketing; product superiority; consumer; emotions; rationality.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P23 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies - - - Factor and Product Markets; Industry Studies; Population

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