Marketing: Lecture 3 notes

 Slide 8: Holt (1995): How consumers consume: a typology of

consumption practices

Metaphors for consuming: PURPOSE OF ACTION

Autotelic actions Instrumental Actions

Consuming as Consuming as
Experience Integration
Object Actions

STRUCTURE OF ACTION
Consuming as Consuming as
Interpersonal Play Classification
Actions

Consuming as Experience:

 Underlies consumers’ subjective, emotional reactions to

consumption objects. Holt (1995)
 Spectators experience professional baseball in 3 different ways:
o Through accounting: spectators make sense of baseball
o Through evaluating: constructing value judgements regarding
baseball
o Through appreciating: spectators respond emotionally to
baseball
 Holbrook and Hirschman (1982) examined the experiential
(‘resulting from experience’), hedonic (‘devoted to pleasure’),
aesthetic (‘appreciation of beauty or good taste’), autotelic
(‘intrinsically rewarding’) and subjective (‘within the mind and
modified by individual bias’) dimensions of consumption.