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    Beyond consumption experiences.

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    THESIS 28 JUNE 2014 FINAL.pdf (7.996Mb)
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    Publication date
    2014-10-17
    Author
    Woodward, Michael N.
    Supervisor
    Larsen, Gretchen
    Whitelock, Jeryl M.
    Fastoso, Fernando
    Harding, Nancy H.
    Cornelius, Nelarine
    Keyword
    Consumption; ‘Consumption experiences’; Cybernetics; ‘Experiaction’; Feedback; Field theory; Phenomenology; Production
    Rights
    Creative Commons License
    The University of Bradford theses are licenced under a Creative Commons Licence.
    Institution
    University of Bradford
    Department
    School of Management
    Awarded
    2014
    
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    Abstract
    The term ‘consumption experience’ has become ubiquitous in marketing and consumer research circles. In this thesis I question the appropriateness of this canonical term. In its stead I employ the non-dualistic term ‘experiaction’, coined by an ecological psychologist, which points to the functional inseparability of experiencing and actions. I adopt a field-theoretical, phenomenologically-informed, perspective, whilst participating in, analysing, and writing about ten video-recorded research conversations. Likewise I address the various spin-off texts deriving from the initial conversations, such as transcripts and viewing-logs. I show that ‘field’-embedded individuals notice and act on many aspects of their immediate micro-environments, including their own intra-personal goings-on and expressive outputs. Through data analysis I identify five categories of regulable variables that an individual can act on as s/he seeks to regulate his/her sensing, relative to his/her reference value(s). Seen through this cybernetic lens, momentary human being comprises of a cyclical, ongoing process of self-regulation, in which individuals expediently employ and/or modify accessible resources and goings-on, in the service of seeking to actualise their currently-preferred, or expected, states-of-being, and to minimise unwelcome deviations therefrom. This thesis challenges the prevalent notion that when people consume particular products/services these offerings sponsor offering-dedicated experiences - what some people describe as ‘consumption experiences’. The concept of experiaction, in contrast, comprises of an ongoing interaction between a person and his/her micro-environment, in which the individual attends to, and acts on, whichever aspect(s) of his/her 360°-‘inner’-‘outer’-‘field’ become(s) momentarily salient to him/her, within the parameters imposed by his/her currently-sustained reference value(s).
    URI
    http://hdl.handle.net/10454/6462
    Type
    Thesis
    Qualification name
    PhD
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