Handbook on Brand and Experience Management
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Handbook on Brand and Experience Management

Edited by Bernd H. Schmitt and David L. Rogers

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.
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Chapter 11: Embodied Cognition, Affordances and Mind Modularity: Using Cognitive Science to Present a Theory of Consumer Experiences

J. Josko Brakus


11. Embodied cognition, affordances and mind modularity: using cognitive science to present a theory of consumer experiences J. Josko Brakus ˇ Marketing theories typically explain product success by factors such as product differentiation based on functional features and benefits and a unique value proposition (Kotler, 1997; Porter, 1985). But what explains the dramatic success of such ‘cool’ new product concepts as the ‘funky’ Volkswagen Beetle, the colorful Nokia telephones or the Razor scooters? How do we explain the explosion of new product launches in product categories that are almost perfect commodities such as water or vodka? Each of these new products arguably includes some sort of new product feature, a new functional benefit and perhaps a value proposition that is somewhat different from competitors’. However, if we look at the advertisements for these products, it seems that the main ‘features’ and ‘benefits’ of these products are ‘superficial’ characteristics such as colors and shapes. As a result, communications for these products do not follow the classic ‘problem–solution’ approach, but are full of peripheral components such as music, graphics and visual effects. Moreover, colors, shapes, visual effects and attractive music do not only appear in advertisements. Increasingly they are being used with great success to attract consumers’ attention as part of a product design, packaging, website and retail space. However, even though such elements have been used in marketing for a long time and can produce dramatic success, marketing theorists have had di...

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