A STUDY OF HEDONIC CONSUMPTION AND EXPERIENTIAL MARKETING IN THE PC/VIDEO GAMING INDUSTRY
Traditional consumer research mostly focussed on the utilitarian benefits of goods and viewed the consumer as a rational decision maker who purchased and consumed products that offered practical utility, thereby ignoring important aspects of consumption phenomena that occurred in the form of experie...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2007
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| Online Access: | https://eprints.nottingham.ac.uk/21104/ |