Does Experiential Marketing Affect the Behavior of Luxury Product Consumers in the Macau Market?

摘要

The goal in experiential marketing is to create emotions in a customer that lead to memorable experiences with the product and thus a positive evaluation of that product. This marketing strategy has been very useful for utilitarian products (vs. hedonic products). However, luxury products trigger emotions and experiences themselves in consumers, without the need for marketing efforts. Such products are perceived as rewards for achieving a high status in life, or as a guarantee to experience a comforting escape. The purpose of this study is to determine whether or not experiential marketing is useful for products that already elicit emotion and whether it can be useful for less affective consumers of luxury products, or those who do not feel the emotions that are intrinsically created by the product.