Study on Experience Differentiation Strategy (2): Focus on Embodied Cognition and ACT Module | Chapter 17 | Modern Perspectives in Economics, Business and Management Vol. 5

 “Experiential marketing” has gotten a lot of attention as a “differentiation strategy” in a mature market like the Japanese economy. We focus on behaviour experiences (ACT Module of SEMs) in terms of "embodied cognition" in this work. Consumers' behaviours and the physiological/psychological impacts of such behaviours are referred to as behaviour experiences (ACT Module). The findings reveal that two factors influence behaviour (ACT Module): 1) create products with aspects that influence consumer behaviour, and 2) create scenarios with factors that influence consumer behaviour. We also show that illogical or unique conditions might elicit unusual behaviour experiences. These modes of thinking will aid marketers in comprehending consumers' behavioural experiences and applying ACT to marketing from a customer experience standpoint.

Author (S) Details

Shin’ya Nagasawa
Graduate School of Business and Finance, Waseda University, Tokyo, Japan.

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