2. Environmental psychology research 3. Services for a meaningful experience 4. Designs for a meaningful experience

Economic Offering

Commodities Goods Services Experiences

Economy Agrarian Industrial Service Experience

Key attribute Natural Standardized Customized Personal

Seller Trader Manufacturer Provider Stager

Buyer Market User Client Guest

Factors of demand Characteristics Features Benefits Sensations

被动参与

Passive Participation

Immersion 沉浸

Absorption 吸收

Active Participation

娱乐Entertainment 主动

参与

逃避现实 Escapist

审美 Esthetic

教育 Educational

1. Consumer behavior theory 2. Environmental psychology research 3. Services for a meaningful experience 4. Designs for a meaningful experience

Extroverted

Active

Introverted

Active

Extroverted

Passive

Introverted

Passive

FIXED SEMI-FIXED NON-FIXED

Building exterior Landscaping, building lighting Climate, sounds

Walls, floor, ceiling, signage

Furniture, art, lighting

People, sounds, smells, activity

Slow to change Easy to change Varies greatly

Communicates cultural /organizational identity

Communicates individual identity Communicates setting identity

1. Consumer behavior theory 2. Environmental psychology research 3. Services for a meaningful experience 4. Designs for a meaningful experience

1. Consumer behavior theory 2. Environmental psychology research 3. Services for a meaningful experience 4. Designs for a meaningful experience

• Transition to Experience Economy is coming • Staging an experience • Start design with the guest experience • Stage experiences with 4 - E’s • Bigger ≠ Better • Reduce negative cues • Meaning comes from alignment of all these factors

4-E’s Meaning

Features Authen-ticity

Brand Management Operations Cost/Value

Culture Economy Designer Setting

Thoughtfully staging experiences, in a setting with intentional

features, engages guests meaningfully … a requirement of the future Experience Economy