research takes the embodied, experiencing agent as a starting point and explores the
mutually constructed ‘life-world’ of participants, the world of lived experience from
which all others derive’ (Hackley 2003, p. 112). To exemplify: if a consumer experi-
ences a shopping experience as hurtful, then the shopping experience ishurtful, no
matter if videotapes or witnesses contest that no harm was done to the customer.
In consumer research the contrasting views of consumer behaviour in the
dominant information-processing perspective (reflected in the consumer-based
approach, chapter 6) and a phenomenological perspective is identified. In table 8.2
some of the main differences are highlighted. Going through these differences
should make it easier to understand why – and how – the relational approach
implies such a significant shift in the way brands and consumers are perceived.
By adding the phenomenological (experiential) consumer behaviour perspective
to the discipline of brand management, the brand is taken into a whole new era,
174 Seven brand approaches
Table 8.2Differences between the information-processing and the experiential consumer
perspective
Information processing Experiential/phenomenologicalProducts Objective features Subjective features
Tangible benefits Symbolic benefits
Stimulus properties Verbal Non-verbal
Resources Money Time
Task definition Problem-solving Hedonic response
Type of involvement Cognitive responses Reaction, arousal
Left-brain Right-brain
Search activity Information acquisition Exploratory behaviour
Individual differences Demographics Creativity
Socio-economics Religion
Cognition Memory Subconscious
Knowledge structure Imagery
Beliefs Fantasies/daydreams
Thought generation Free association
Affect Attitudes Emotions
Preferences Feelings
Behaviour Buying Usage
Purchase decision Consumption experience
Choices Activities
Criteria Utilitarian Aesthetic
Work Play
Mentality: economic Mentality: psychosocial
Output consequences Function Fun
Results Enjoyment
Purpose Pleasure
SourceHirschman and Holbrook (1992)