How consumers as aesthetic subjects co-create the aesthetic experience of the retail environment |
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| Affiliation: | 1. Department of Marketing, CERS—Centre for Relationship Marketing and Service, Management, Hanken School of Economics, Vaasa, Finland;2. Department of Marketing, CERS—Centre for Relationship Marketing and Service, Management, Hanken School of Economics, Helsinki, Finland;3. Associate to Hanken School of Economics, Helsinki, Finland;1. Macquarie University, Sydney, NSW 2109, Australia;2. Seoul National University (SNU), Seoul, South Korea;1. Audencia Nantes, School of Management (Audencia – PRES LUNAM), Research Center in Marketing & Distribution In Situ, 8 Route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;2. IUT de Saint-Nazaire, LEMNA, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France |
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| Abstract: | ![]()
The consumer aesthetic experience, diverse and complex, seems to depend on the individual׳s subjective perception. Studies have questioned if this experience can be conceptualized and explained through underlying patterns. Most studies have focused on the properties of aesthetic objects, explaining their influences on consumer responses, while ignoring consumers as aesthetic subjects. Based on the view that consumers seek pleasure out of even the most mundane objects in their everyday consumption, this study explains how consumers interact and formulate aesthetic experiences in the retail environment. |
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| Keywords: | Aesthetic experience Aesthetic subject Retail environment Co-creative consumption |
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