Experiential Marketing Analysis
(Time Out London, 2013) There is no uncertainty that experiential marketing can generate hedonic and utilitarian benefits. The theory of reasoned action illustrated by Fishbein and Ajzen (1975) and supported by Niehm et al (2007) is a “strong predictor of patronage intentions” customers have towards temporary stores. This theoretical framework investigates customer’s psychographic characteristics. With regards to customer innovativeness, market mavenism and the gratification of a purchase. This model analyses the facilitators of purchase decisions and novelty. Schacter (2004) viewed that age and gender has a substantial effect on the clientle awareness of pop-up stores. Predominately female and younger consumers are highly responsive towards the experiential marketing. (Niehm, L., Fiore, A-M., Jeong, M and Kim H-J., 2007) For instance, through experiential media consumer’s habits can be highly subjective. (Schacter, 2004) Moreover, the cognitions of impact within the consumer’s attitude and the analysis of footfall is a key consideration. (Kim, H., Fiore, A-M, Niehm, L. and Jeong, M., 2010) With regards to the benefits, the clientle segment with “innovativeness tendencies” believes that pop-up stores should fulfill the novelty/uniqueness factor. (Kim et al 2010 p.136) At which it is understood that both our perceptive and sensory stimulus are