Description
by
Krittinee Nuttavuthisit (Author)
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.
Number of Pages: 124Dimensions: 0.29 x 9 x 6 INPublication Date: January 06, 2010
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