Commercial Construction of Extraordinary Experiences

Gulnur Tumbat, San Francisco State University, USA
The urge for extraordinary experiences is a dominant theme in modern social thought. Although we came to learn a lot about such experiences from various phenomenological accounts that stand in opposition to mundane daily lives, we know very little about how such experiences are strategically constructed and marketed to consumers. In other words, we have a pretty good understanding of such experiences from the consumers’ perspective but production side lack such focus with few exceptions and therefore needs more attention The aim of this research is thus to tackle this particular gap. This research addresses the following questions: How do extraordinary experiences in the marketplace are promoted? What are the strategies used by marketers? How do consumers expectations are shaped by marketers’ representations?
[ to cite ]:
Gulnur Tumbat (2010) ,"Commercial Construction of Extraordinary Experiences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 917-917 .