Consumer Aesthetic Experience in a Retail Context

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.