Why the Experiential View Is Vital To Marketing Communications Research Now
本文主张营销传播研究应超越传统信息处理范式，纳入体验观，以解释消费者在偶然接触中获得的多样化满足，并提出三大论据及对研究者和实践者的启示。
Advertising and, more generally, marketing communications, along with consumer behaviors, have changed in important ways. Whereas, traditionally, brands and companies have forced information on consumers, they now are creating numerous forms of communications to trigger diverse gratifications for consumers who are most often exposed incidentally to them. This essay, therefore, urges researchers and practitioners to open up the theoretical framework of marketing communication research beyond the traditional information-processing paradigm by incorporating the experiential view. The authors develop three major arguments in favor of adding the experiential view to provide an enhanced framework for examining the effects of contemporary marketing communications. They conclude with a set of implications for both researchers and practitioners.