The notion that experiences associated with consumption are vital considerations when designing and delivering products and services became focal when Pine and Gilmour (1999) published their now classic treatise on the subject. The assumptions that undergird that work set the stage for what was to follow. Their model and their consequent descriptions of the experience economy focused on the individual consumer. When delineating their fundamental assumptions, they assert, “Services are intangible activities performed for a particular client” (p. 9). They go on to say, “Experiences are events that engage individuals in a personal way” (p. 12). They then proceed to develop a model for adding value to products and services by paying attention to the nature of experiences that individuals accrue during their interactions with and purchases of products or services. The concern with individual consumers’ experiences has thereby pervaded subsequent work. So, for example, Schmitt (2003) elaborated a framework for managing customer experience that required marketers to build a dynamic, multisensory, multidimensional experience platform by formulating a brand experience, structuring the customer interface, addressing the company’s touch points with the customer and continuously innovating. Poulsson and Kale (2004) argued that the notion of experience required analysis.
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