A STUDY OF HEDONIC CONSUMPTION AND EXPERIENTIAL MARKETING IN THE PC/VIDEO GAMING INDUSTRY
Shanbhog, Krishna, M. (2007) A STUDY OF HEDONIC CONSUMPTION AND EXPERIENTIAL MARKETING IN THE PC/VIDEO GAMING INDUSTRY. [Dissertation (University of Nottingham only)] (Unpublished)
Traditional consumer research mostly focussed on the utilitarian benefits of goods and viewed the consumer as a rational decision maker who purchased and consumed products that offered practical utility, thereby ignoring important aspects of consumption phenomena that occurred in the form of experiential enjoyment. However from the early 80's there has been considerable attention given to the Ã�Â�experiential view of consumer behaviour and consumption experiences. Ever since, there have been many studies that brought out the theoretical concepts of hedonic consumption, and also there were many empirical investigations in order to clarify these previously laid down concepts. Besides consumer behaviour, in the field of marketing, Experiential Marketing has started gaining a lot of pace since the mid 90's with quite a few theoretical concepts coming up.
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