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This paper argues for the recognition of important experiential aspects of con-
sumption. Specifically, a general framework is constructed to represent typical
consumer behavior variables. Based on this paradigm, the prevailing information
processing model is contrasted with an experiential view that focuses on the
symbolic, hedonic, and esthetic nature of consumption. This view regards the
consumption experience as a phenomenon directed toward the pursuit of fanta-
J RESOURCES 1 t
-I MONEY/TIME 1 I
1
TASK DEFINITION I
PROB LEMIHEDON I C I
C SOLVING RESPONSE
0 I I
SECONDARYPRIMARY
N N PROCESS PROCESS 1
S P I
U U I
M T TYPE OF INVOLVEMENT I
E S
R COGNITIVEI:RIENTATION OUTPUT
RESPONSE REACTION, CRITERIA LEARNING CONSEQUENCES
AROUSAL
LEFT-BRAIN/RIGHT-BRAI'" UTILITARIAN/ESTHETIC OPERANT/RESPONDENT FUNCTION/FUN
r-- ~ ~
WORK jPLAY SATISFACTION lAS SOC IAT ION RESULTS/ENJOYMENT
MENTALIT MENTALITY REINFORCEMENT /CONTIGUITY PURPOSE/PLEASURE
ECONOMIC I PSYCHOSOCIAL
SEARCH ACTIVITY
INFORMATl0'lEXPLORATOllY
ACQUISITION BEHAVIOR
INDIVIDUAL DIFFERENCES
NOTE: The slash marks indicate a comparison between the inlormation-processing view (left side) and the experiential perspective (right side).
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134 THE JOURNAL OF CONSUMER RESEARCH
the phenomena of primary interest to the information pro- make use of verbal stimuli. However, many products pro-
cessing perspective (left side of slash marks) and those of ject important nonverbal cues that must be seen, heard,
central concern to the experiential view (right side of slash tasted, felt, or smelled to be appreciated properly. Indeed,
marks). In the following sections, we discuss these distinc- in many consumption situations (viewing a movie, eating
tions as they pertain to (1) environmental inputs, (2) con- at a restaurant, playing tennis), several sensory channels
sumer inputs, (3) intervening responses, and (4) output con- operate simultaneously. Yet scant research on nonverbal
sequences, criteria, and learning effects. multisensory properties has been reported in the literature.
Accordingly, the experiential perspective supports a more
ENVIRONMENTAL INPUTS energetic investigation of multisensory psychophysical re-
lationships in consumer behavior.
Products Turning one's attention from primarily verbal to nonver-
bal sensory cues requires a very different mode of present-
Much consumer research has focused on the tangible
ing experimental stimulus objects. While verbal descrip-
benefits of conventional goods and services (soft drinks,
tions have often sufficed in conventional research on
toothpaste, automobiles) that perform utilitarian functions
consumer preferences, an experiential outlook must involve
based on relatively objective features (calories, flouride,
subjects in consumption-like experiences based on real--or
miles per gallon). By contrast, the experiential perspective
explores the symbolic meanings of more subjective char- at least realistic-product samples.
"commodities" that combine inputs of goods and time to one's own life and the stimulus, explicitly excluding com-
maximize overall utility, subject to resource constraints. ponents such as attention, interest, or excitement. This early
The investigation of subjective time resources may help view has proven most congenial to information processing
to unravel the mysteries of the psychotemporal expenditures proponents, who define involvement in terms of personal
involved in experiential consumption. Studying the nature relevance or mUltiplicity of cognitive responses (Leavitt,
and allocation of discretionary time deserves high priority. Greenwald, and Obermiller 1981). Attention, interest, ex-
Movement in this direction has appeared in several review citement, and so forth bear more directly on the experiential
articles, in special conference sessions, and in a recent issue view by emphasizing degree of activation or arousal, with
of the JCR devoted to the subject of time in consumer consequent implications for the availability of psychobio-
behavior (March 1981). logical indices (Kroeber-Riel 1979). Krugman's (1971)
later work on brain-wave patterns has moved in this direc-
Task Definition tion and thus appears to represent a shift toward the exper-
iential model.
In making assumptions concerning the consumer's task Further, any argument that involvement is primarily a
definition, the information processing and experiential per- left-brain phenomenon refers implicitly to cognitive re-
spectives envision different kinds of consumption behavior. sponses associated with analytic, logical, problem-oriented
The information processing view conjures up an image of cerebration (Hansen 1981). If one referred instead to "in-
the consumer as a problem solver engaged in the goal-di-
Diversive exploration via the entertainment and arts me- donic motives for engaging in leisure activities, and re-
dia appears to be a context well suited to the extension of sulting levels of enthusiasm expressed. These ethnic dif-
Berlyne's (1960) work on exploratory behavior. Indeed, ferences appear to depend on intervening variables such as
toward the end of his career, Berlyne (1971) devoted in- use of imagery, sensation seeking, and the desire to escape
creased attention to the experimental study of esthetics, reality.
focusing particularly on a proposed nonmonotonic relation-
ship between stimulus complexity and hedonic value. As- INTERVENING RESPONSE SYSTEM
pects of his approach may be usefully applied to an inves-
tigation of the consumption experience. However, in Cognition
making such extensions, three methodological refinements
Due to its cognitively oriented perspective, the infor-
appear critical: (1) esthetic stimuli should be designed to
mation processing approach has focused on memory and
vary in complexity over a range broad enough to permit the related phenomena: the consumer's cognitive apparatus is
full nonmonotonic relationship to appear; (2) the success
viewed as a complex knowledge structure embodying in-
of this experimental manipulation should be checked by
tricately interwoven subsystems of beliefs referred to as
obtaining a measure of subjective uncertainty analogous to "memory schemas" or "semantic networks" (Olson
the Cloze-based index described earlier; and (3) the sub-
1980). Such knowledge structures include what Freudians
jective uncertainty measure should be treated as an inter-
call "manifest" content-those ideas that are accessible to
The full gamut of relevant emotions includes such diverse commentary on whatever cognitive material the subject is
feelings as love, hate, fear, joy, boredom, anxiety, pride, aware of" (Hilgard 1980).3
anger, disgust, sadness, sympathy, lust, ecstasy, greed, A recent state-of-the-art review of theory, method, and
guilt, elation, shame, and awe. This sphere of human ex- application in the study of conscious experience has been
perience has long been neglected by psychologists, who are provided by Singer (198111982). Comparable approaches
just beginning to expand early work on arousal in order to in conventional consumer research would include problem-
develop systematic and coherent models of emotion (Plut- solving protocols, thought-generation techniques, and sim-
chik 1980). ilar ideation-reporting procedures. It remains for the ex-
Such psychological conceptualizations of emotion are periential perspective to extend this cognitively oriented
still in their seminal stages and, understandably, have not work toward the investigation of all aspects of the con-
yet cross-pollinated the work of consumer researchers. Yet, sumption experience. In such a phenomenological ap-
it is clear that emotions form an important substrate of proach, experience is "acknowledged as a part of the psy-
consumption and that their systematic investigation is a key chological universe and addressed as an object of study"
requirement for the successful application of the experien- (Koch 1964, p. 34):
tial perspective. The phenomenologist . . . accepts, as the subject-matter of
his inquiry, all data of experience. . . . Colors and sounds
are data; so are impressions of distance and duration; so are
tion, and internal dialogue. This instrument has not (to our Consumer researchers have devoted little attention to the
knowledge) been applied in consumer research, but future underlying determinants of fun and playful activities even
applications may help elucidate the experiential aspects of though it appears that consumers spend many of their wak-
consumption. ing hours engaged in events that can be explained on no
other grounds. It would be difficult, for example, to account
OUTPUT CONSEQUENCES, CRITERIA, for the popularity of a television program like Dallas on
the basis of its functional utility in providing solutions to
AND LEARNING life's many problems. Clearly, its success depends instead
Output Consequences and Criteria on conformity to some set of esthetic standards associated
with the play mentality. Better understanding of such stan-
From the information processing perspective, the con- dards is a vital link in the further development of the ex-
sequences of consumer choice typically are viewed in terms periential view.
of the product's useful function. The criteria for evaluating
the success of a purchasing decision are therefore primarily Learning
utilitarian in nature-as, when judging a "craft," one asks
how well it serves its intended purpose or performs its Ever since Howard and others included a feedback loop
proper function (Becker 1978). The operative logic behind via brand satisfaction in the early models of buyer behavior
vital but previously neglected issues concerning (1) the role Dichter, Ernest (1960), The Strategy of Desire, Garden City, NY:
of esthetic products, (2) multisensory aspects of product Doubleday.
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of Consumer Research, 8 (June), 23-36.
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cerning the nature of experiential consumption--questions and Individual Differences in People's Reaction to Mass
such as: Communication," working paper, Copenhagen School of
• "Which painting is the most beautiful?" Economics and Business Administration.
Hilgard, Ernest R. (1962), "Impulsive Versus Realistic Thinking:
• "Which tastes better, chocolate or strawberry?" An Examination of the Distinction Between Primary and Sec-
• "What makes Beethoven great?" ondary Processes in Thought," Psychological Bulletin, 59
• "How much do you watch television?" (6), 477-488.
- - - (1980), "Consciousness in Contemporary Psychology,"
• "What do you see when you tum out the lights?" Annual Review of Psychology, 31, 1-26.
• "What makes you happy?" Hirschman, Elizabeth C. (1982), "Religious Affiliation and Con-
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McGregor, Robert (1974), "Art and the Aesthetic," Journal of A Critical Evaluation and a Comparison Between Eye Fix-
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