Developing a holistic understanding of consumers’ experiences: An integrative analysis of objective and subjective elements in physical retail purchases

Abstract

Purpose

This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an under-investigated theme, despite its relevance.

Design/methodology/approach

An interpretative multi-method approach was used by combining video observation with camera eyeglasses and in-depth interviews with 30 customers of a department store.

Findings

Results offer a holistic framework with four-dimensional axial combination involving physical comfort, psychological comfort, physical product evaluation and sensorial product evaluation. Based on this framework, results highlight the role of comfort and products in producing shopping experience in ordinary store visits.

Research limitations/implications

The findings contribute both to consumer experience studies and to the retail marketing literature in shading a light on experience production in ordinary store visits. Specifically, we detail these visits not as a static response to a given environment stimulus, but as a simultaneous objective and subjective combination able to produce experience.

Practical implications

The results encourage managers to understand the experience production not just as an outcome of managerially influenced elements, like décor or odor. It involves considering subjective elements in the design of consumers’ physical and sensorial retail experiences.

Originality/value

Adopting an innovative method of empirical data collection, results generated a framework that integrates the objective shopping environment and subjective consumer responses. This research considers the role of comfort and product features and quality both physically and sensorially to develop experiences in a holistic manner in ordinary shopping visits.

Citation

Dalmoro, M., Isabella, G., Almeida, S.O.d. and dos Santos Fleck, J.P. (2019), "Developing a holistic understanding of consumers’ experiences: An integrative analysis of objective and subjective elements in physical retail purchases", European Journal of Marketing, Vol. 53 No. 10, pp. 2054-2079. https://doi.org/10.1108/EJM-10-2016-0586