Consumer Aesthetic Experience in a Retail Context

ISBN-13: 9783639221688 / Angielski / Miękka / 2010 / 124 str.

Krittinee Nuttavuthisit

Opis

This book, Consumer Aesthetic Experience in Retail Atmospherics, suggests a way to integrate the philosophy of aesthetics into the domain of retail marketing. Realizing that research on consumer aesthetic experience must broaden into a diverse sociocultural context, this ethnographic study was conducted in a shopping mall with the goal to develop a theory that explains how a variety of consumer aesthetic experiences is formed, and what the major factors that account for this variety are. As a result, this book illustrates the four dominant categories of consumer aesthetic experiences - pure, popular, modern, and postmodern - and their unique characteristics. This study also extends our understanding of the co-creative experience of the consumer and demonstrates how to enhance retail design strategy.

O autorze

Krittinee Nuttavuthisit is a scholar of the King Anandamahidol Foundation in Thailand. She received her Ph.D. in Marketing from the Kellogg School of Management. Currently she is an Assistant Professor of Marketing at Sasin Graduate Institute of Business Administration of Chulalongkorn University, Thailand.