The Impact Of The Experiential Context On The Consumer’s Emotional Reactions And Behavior: The Role Of Digital Stimuli

  • Dr. Amal Doulkaid Marketing Professor
Keywords: Digital, shopping experience, consumer behavior

Abstract

Shopping is not just about obtaining tangible products but also enjoyment and pleasure valuable benefits reflected in consumers' spending. Practical and theoretical concerns to examine how the experiential context features of retail stores stimulate consumers' enjoyment and pleasure. Previous studies examine the effects of physical and social environments on shoppers' responses and behavior. However, these studies focus on a limited number of atmospheric variables (e.g., scent, lighting, background music) in order to examine the extent to which consumers react affectively or cognitively.

The development of new technologies and the web advent have led distributors to use digital stimuli. They can be considered as the main levers for manipulating emotional states and triggering purchases.

This article aims to conceptualize the new digital aids used by retailers in order to facilitate the choice and enrich the customers’ experience by providing them with information, reassuring them, saving them time, or entertaining them.

Downloads

Download data is not yet available.

Author Biography

Dr. Amal Doulkaid, Marketing Professor

ENCG-Settat, UH1, Morocco

References

 Abbes I et Hallem Y. (2016), « Co-création et technologie mobile au sein d’un espace marchand : quelles valeurs pour le consommateur ? Une application dans le secteur de la restauration », Revue Française du Marketing, No. 256, p. 81-98.
 Arnould E.J. et Thompson C.J. (2005), Consumer Culture Theory (CCT): twenty years of research, Journal of Consumer Research, 31, 1, 868-882.
 Arnould, E. (2005) ‘Animating the Big Middle’, Journal of Retailing 81(2): 89–96.
 Arnould, E. (2007) ‘Consuming Experience. Retrospects and Prospects’, in A. Carù and B. Cova (eds) Consuming Experience, pp. 185–94. Oxon: Routledge.
 Aubert-Gamet V (1996) Le design d’environnement commercial des services: appropriation et détourne- ment par le client. Thèse de doctorat en sciences de gestion: IAE., Aix-en-Provence.
 Aubert-Gamet V (1997) Twisting servicescapes: diversion of the physical environment in a re-appropriation process. International Journal of Service Industry Management 8(1): 26–41.
 Aubrey C., Judge D. (2012), Re-imagine Retail: Why Store Innovation is Key to a Brand’s Browth in the « new normal », Cigitally-connected and Transparent World ? Journal of Brand Strategy, vol. 1, n°1, p. 31-39
 Badot O. et Lemoine J-F. (2013), Du paradigme dichotomique de l’expérience d’achat au paradigme ubiquitaire, Recherche et Applications en Marketing, 28, 3, 3-13
 Balasubramanian S., Raghunathan R. et Mahajan V. (2005), Consumers in a multichannel environment: Product utility, process utility, and channel choice, Journal of Interactive Marketing, 19(2), 12-30. Beck
 Barnett, J. E., & Scheetz, K. (2003). Technological advances and telehealth: Ethics, law, and the practice of psychotherapy. Psychotherapy: Theory, Research, Practice, Training, 40(1-2), 86-93.
 Baudrillard, Jean. (1992). L’illusion de la fin, ou la grève des événements. Paris: Galilée.
 Beck, N., &Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni‐channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178.
 Belk R.W. (1988), Possession and the extended self, Journal of Consumer Research, 15, 2, 139-168.
 Belvaux B. (2004) Recherche d’information et achat dans un environnement multi canal : le cas du click and Mortar. Thèse de Doctorat en Science de gestion, Université de sciences économiques, Dijon.
 Benavent C et Evrard Y (2002) Extension du domaine de l’expérience. Décisions Marketing 28: 7–11.
 Bhattacharjee, A., & Mogilner, C. (2013). Happiness from ordinary and extraordinary experiences. Journal of Consumer Research, 41(1), 1–17.
 Bitner, M.J., (1992). Servicescapes: the impact of physical surroundings on customers and employees. J. Mark. 56 (2), 57–71.
 Blázquez M. (2014), Fashion Shopping in Multichannel Retail: The Role of Technology in enhancing the Customer Experience, International Journal of Electronic Commerce, vol. 18, n°4, p. 97–116
 Bodhani, A., (2012). Shops offer the e-tail experience. Eng. Technol. 7 (5), 46–49.
 Bonnin G (2002) Magasin et Expérience de Magasinage: le rôle de l’appropriation. Décisions Marketing 28: 65–75.
 Carù A. et Cova B. (2006), Expériences de consommation et marketing expérientiel,Revue Française de Gestion, 162, 99-113
 Carù, A. and Cova, B. (eds) (2007) Consuming Experience. Oxon: Routledge.
 Chan KW, Yim CKB et Lam SSK (2010) Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services across Cultures. Journal of Marketing 74(3): 48-64.
 Collin-Lachaud I. et Vanheems R. (2015), Naviguer entre espaces virtuel et réel pour faire ses achats: exploration de l’expérience de shopping hybride, Recherche et Applications en Marketing, 31(2), 43-61
 COVA B. (2008), « Consumer Made : Quand le consommateur devient producteur », Décisions Marketing, No.50, p. 19-27, Avril-Juin 2008
 Cova B. et Cova V. (2004), L’expérience de consommation : de la manipulation à la compromission ?, Actes des Troisièmes Journées Normandes de la Consommation, Colloque « Société et Consommation », ed. IREM, Rouen.
 Cova V. et Cova B. (2001) Alternatives Marketing, Dunod, Paris
 Cova V. et Cova B. (2002). Les particules expérientielles de la quête d’authenticité du consommateur, Décisions Marketing, 28 (sept.-déc.), 33-42
 Cova, B., &Cova, V. (2009). Les figures du nouveau consommateur: une genèse de la gouvernementalité du consommateur. Recherche et Applications En Marketing, Vol. 24, No. 3, p. 82-100.
 Damkuviene M., Tijunaitiene R., Petukiene E., Bersenaite J (2012) Customer perceived co-coreation value synthesis of the extant literature. Social Research. 2012. Nr. 4 (29), 59–68
 Daunt, K.L., Harris, L.C., (2017). Consumer showrooming: value co-destruction. J. Retail. Consum. Serv. 38 (1), 166–176.
 De Certeau M (1990), L’invention du quotidien, Tome 1. Arts de faire, Paris, Gallimard.
 De Certeau M. (1980), L’invention du quotidien. 1. Arts de faire, Gallimard, Paris.
 Dennis, C., Brakus, J.J., Gupta, S., Alamanos, E., (2014). The effect of digital signage on shop per behaviour: the role of the evoked experience. J. Bus. Res. 67 (11), 2250–2257.
 Dong B, Evans K et Zou S (2008) The Effects of Customer Participation in Co-Created Service Recovery. Journal of the Academy of Marketing Science 36(1): 123-137.
 Donovan R-J., Rossiter J.-R., Marcoolyn G., Nesdale A. (1994), « Store Atmosphere and Purchasing Behavior ». Journal of Retailing, Vol. 70, n°3, p. 283-294.
 Donovan, R.J. et Rossiter, J.R. (1982), « Store Atmosphere: An Environmental Psychology Approach ». Journal of Retailing, 58(1), 34.
 Ferracuti, N., Norscini, C., Frontoni, E., Gabellini, P., Paolanti, M., Placidi, V., (2019). A business application of RTLS technology in Intelligent Retail Environment: defining the shopper's preferred path and its segmentation. J. Retail. Consum. Serv. 47 (1), 184–194.
 Filser M. (2000) « La valeur du comportement de magasinage : de la conceptualisation aux stratégies de positionnement des enseignes », Actes du 3e Colloque Etienne Thil, La Rochelle, p. 1-18 6
 Filser M. (2002). « Le marketing de la production d’expériences : statut théorique et implications managériales », Décisions Marketing, n° 28, octobre-décembre, p. 13-22.
 Filser M. , des Garets V. et Pache G. (2001) La distribution :organisation et stratégie, Editions EMS
 FIRAT AF et DHOLAKIA N. (2006), « Theoretical and philosophical implications of postmodern debates some challenges to modern marketing», Marketing Theory, Vol. 6, No. 2, p. 123-162.
 FISCHER N. (1981), La psychologie de l’espace, Paris : PUF.
 Fischer, G., N., (1983), Le travail et son espace : de l’appropriation à l’aménagement, Paris : Dunod
 Frazier, G. L. (1999). Organizing and Managing Channels of Distribution. Journal of the Academy of Marketing Science, 27(2), 226–240
 Gentile, C., Spiller, N. 8c Noci, G. (2007) How to sustain the customer experience: an overview of experience components that co-create value with the customer. European Management Journal, 25, 5, pp. 395^410.
 Hagberg J., Sundstrom M., Egels-Zardèn N. (2016), The Digitalization of Retailing, International Journal of Retail & Distribution Management, vol. 44, n°7, p. 694-712
 Hetzel P., Planète conso (2002.). Marketing expérientiel et nouveaux univers de consommation, Éditions d’Organisation, Paris,
 Holbrook M.B. et Hirschman E.C. (1982), The experiential aspects of consumption: consumer fantasy, feelings and fun, Journal of Consumer Research, 9, 2, 132-140.
 Holbrook MB (1999) Introduction to consumer value, Consumer value: a framework for analysis and research, M. B. Holbrook (Eds.), Routledge, New York, 1-28
 Holt, D.B. (1995) ‘How Consumers Consume – a Typology of Consumption Practices’, Journal of Consumer Research 22(1): 1–16.
 Hoyer WD, Chandy R, Dorotic M, KrafftM et Singh SS (2010) Consumer co-creation in new product development. Journal of Service Research 13(3): 283-296.
 Juanedaayensa, E., Mosquera, A., & Sierra, M. Y. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7 Article 1117.
 Ladwein R. (2003), Les méthodes de l’appropriation de l’expérience de consommation : le cas du tourisme urbain, Société, consommation et consommateurs, éds E. Rémy, I. Garubuau-Moussaoui, D. Desjeux et M. Filser, Paris, L’Harmattan, 85-98
 LaSalle, D., & Britton, T. (2003). Priceless: Turning ordinary products into extraordinary experiences. Boston: Harvard Business SchoolPress.
 Laurent F. (2008), Marketing 2.0 : L’intelligence collec- tive, Paris, M2 Editions.
 Leclercq T, Poncin I, et Hammedi W. (2016), « Dix ans de co-création de valeur : une revue intégrative », Recherche et applications en Marketing, No. 3, p.1-38.
 Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal ofMarketing, 80(6), 69–96.
 Liljiander, V., Gillberg, F., Gummerus, J., van Riel, A., (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Service 13 (3), 177–191.
 Lusch RF et VargoSl (2006), « Service-Dominant Logic: Reactions, Reflections and Refinements », Marketing Theory, Vol. 6, p. 281-288
 Maffesoli M. (1990), Au creux des apparences : pour une éthique de l’esthétique, Paris, Plon.
 Mehrabian AR et Russell JA (1974) An approach to environmental psychology. Cambridge, MA: MIT Press.
 Meuter M. L., Bitner M. J., Ostrom A. L., Brown S. W., (2005), Choosing among alternative ser- vice delivery modes: an investigation of custo- mer trial of self-service technologies, Journal of Marketing, 69, april, 61-83.
 Neuhofer B, Buhalis D, et Ladkin A. (2013), «Experiences, co-creation and technology: a conceptual approach to enhance tourism experiences», Tourism and Global Change: On the Edge of Something Big, Conference Proceeding.
 Newsom, M.K., Collier, D.A., Olsen, E.O., (2009). Using ‘‘biztainment’’ to gain competitive advantage. Business Horizons 52, 167–176
 Pantano, E., Naccarato, G., (2010). Entertainment in retailing: the role of advanced technologies. Journal of Retailing and Consumer Services 17 (3), 200–204.
 Pantano, E., Priporas, C., (2016). The effect of mobile retailing on consumers purchasing experiences: a dynamic perspective. Comput. Human. Behav. 61, 548–555.
 Pantano, E., Priporas, C.-V., Sorace, S., Iazzolino, G., (2017). Does the innovation- orientation lead to retail industry growth? Empiricalevidencefrom patent analysis. J. RetailingConsum. Serv. 34, 88–94.
 Pantano, E., Priporas, C.-V., Stylos, N., (2018). Knowledge push curve (KPC) in retailing: evidence from patented innovations analysis affecting retailers’ competitiveness. J. RetailingConsum. Serv. 44, 150–160
 Payne A. et Frow P. (2004) “The role of multichannel integration customer relationship management”, Industrial Marketing Management, Vol. 33, p. 527-538.
 Payne, A.F., Storbacka, K. 8c Frow, P. (2008) Managing the co-creation of value. Journal of the Academy of Marketing Science, 36, pp. 83-96.
 PETR C. (2002), « La gestion de l’expérience : de la recherche au contrôle », Décisions Marketing, 28,p. 77-84.
 Pine B. J. et Gilmore J. H. (1999) The Experience Econ- omy : Work is Theatre and every Business a stage", Harvard Business School Press, Boston.
 Pine, B., & Gilmore, J. (2011). The experience economy, updated edition. Boston: Harvard Business ReviewPress.
 Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18,5–16.
 Prahalad, C.K. and Ramaswamy, V .(2004), « Co-creation experiences: The next practice in value creation », Journal of Interactive Marketing, Vol. 18, No. 3, p. 5-14.
 Prahalad, C.K. and Ramaswamy, V. (2000) ‘Co-opting Customer Competence’, Harvard Business Review 78(January/February): 79–87.
 Priporas, C.V., Stylos, N., Fotiadis, A.K., (2017). Generation Z consumers' expectations of interactions in smart retailing: a future agenda. Comput. Human. Behav. 77, 374–381.
 Prohansky H.M., Ittelson W.H. et Rivlin L.G. (1970), Environmental Psychology – Man and His Physical Setting, New York, Holt, Reinhardt and Winston.
 Punj G et Stewart D (1983) An interaction framework of consumer decision making. Journal of Consumer Research 10(2): 181–196
 Ramaswamy V et Ozcan K. (2014). «The Co-creation Paradigm », Redwood: Stanford University Pres
 Ramaswamy V. (2009), « Leading the transformation to co-creation of value », Strategy & Leadership, Vol. 37, No. 2, p.32 – 37
 Rigby, D. (2011). The future of shopping. Harvard Business Review, 89,65–76.
 Ritzer G. ( 1999). Enchanting a Disenchanted World, Pine Forge Press, Thousand Oaks,.
 Ritzer, G. and Jurgenson, N. (2010) ‘Production, Consumption, Prosumption: The Nature ofCapitalism in the Age of the Digital ‘‘Prosumer’’’, Journal ofConsumer Culture 10(1): 13–36.
 Saarivaraji H., Mitronen L. et Yrjölä M. (2014), « From selling to supporting – Leveraging mobile services in the context of food retailing», Journal of Retailing and Consumer Services, Vol. 21, p. 26–36.
 Schmitt B.H. (1999), Experiential marketing: how to get customers to SENSE, FEEL, THINK, ACT and RELATE to your company and brands, New York, The Free Press.
 Sweeney, J. C., &Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal ofRetailing, 77(2), 203–220.
 Toffler A. (1980), The third wave, New York, Bantam Books.
 Vanheems R (2009) Distribution multicanal: pourquoi les clients mixtes doivent faire l’objet d’une attention particulière. Décisions Marketing 55: 41–52.
 Vargo S.L. et Lusch R.F. (2004), Evolving to a new dominant logic for marketing, Journal of Marketing, 68, 1, 1-18.
 Venkatesan, Rajkumar, V. Kumar and Nalini Ravishanker (2007), “Multichannel Shopping: Causes and Consequences,” Journal of Marketing, 71 (April), 114–32.
 Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni- channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91, 174–181.
 Xie, C., Bagozzi, R.P. and Troye, S.V. (2008) ‘Trying to Prosume: Toward a Theory of Consumers as Co-creators of Value’, Journal of the Academy of Marketing Science 36: 109–22.
 Yim, C. K., K. W. Chan et S. S. Lam (2012), Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy, Journal of Marketing, 76:6, 121- 140.
 ZHOU T., et LU Y. (2011), « The effect of interactivity on the flow experience of mobile commerce user », International Journal of Mobile Communications, Vol. 9, No. 3, p.225–242.
Published
2021-10-30
How to Cite
Doulkaid, D. A. (2021). The Impact Of The Experiential Context On The Consumer’s Emotional Reactions And Behavior: The Role Of Digital Stimuli. GPH - International Journal of Business Management (IJBM), 4(10), 01-11. Retrieved from http://gphjournal.org/index.php/bm/article/view/499