MARK20100 Lecture Notes - Lecture 20: Ikea, Blue Apron
Document Summary
Experiential creation: any product that consumer takes a role in creating: examples: blue apron = get ingredients and make meal on your own / do-it-yourself. Home improvement / wine and canvas: from marketing perspective, experiential creation is all of these things: ** tend to only think in the top left quadrant ** Example= apple tries to invoke awe through the architecture of its buildings and through its product ads: purpose of paper and following experiment = to show that awe enhances the desire for experiential creation. Study with 165 participants that took place after valentine"s day. 3 conditions: awe vs. happy vs. neutral watched lcd tv commercial. Then, had to answer valentine"s day filler questions, then could pick to make a chocolate or buy a pre-made chocolate, and then participated in emotion manipulation checks. Dv= participant pick of either making the reward chocolate themselves or buying pre-made chocolates. If experienced awe, then more likely to choose making the chocolates themselves.
