Consumer Experiences and Emotion Management

Chapter 6

Consumer Experience Management

Introduction

The purpose of this chapter is to revisit the fundamental concepts of ­market and marketing to establish the role and importance of emotions and experiences. It discusses the consumer experiences and approaches to consumer emotions along with various dimensions of experiences. The chapter highlights the issues and challenges faced by marketers in understanding and managing the consumer experiences, along with the new perspective of marketing and customer centricity and the issues and challenges involved therein. The chapter concludes by highlighting that in all businesses we create emotions and experiences only. Thus, a timely understanding and managing of key relevant emotions can grow your ...