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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Consumer Aesthetic Experience in a Retail Context
• Subtitle: Pure, Popular, Modern, and Postmodern Aesthetic Experiences
• Author: Krittinee Nuttavuthisit
• Language: English
• Binding: Paperback
• Number of pages: 124
• EAN: 9783639221688
• ISBN: 3639221680
• ID: 06830000
• Publisher: VDM Verlag
• Weight: 191 g
• Dimensions: 229 × 152 × 7 mm
• Date of publishing: 06. January 2010

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