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Title: Beyond consumption experiences
Author: Woodward, Michael Norman
ISNI:       0000 0004 5364 0968
Awarding Body: University of Bradford
Current Institution: University of Bradford
Date of Award: 2014
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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).
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Consumption; ‘Consumption experiences’; Cybernetics; ‘Experiaction’; Feedback; Field theory; Phenomenology; Production