A STUDY OF HEDONIC CONSUMPTION AND EXPERIENTIAL MARKETING IN THE PC/VIDEO GAMING INDUSTRY

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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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Bibliographic Details
Main Author:	Shanbhog, Krishna, M.
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2007
Subjects:	PC/Video Gaming Hedonism Experiential Marketing.
Online Access:	https://eprints.nottingham.ac.uk/21104/

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