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EMAC 2023 Annual

Sensing Physical Properties for Subjective Meanings: The Phenomenological Consumer Perceived Value

Published: May 24, 2023


Laura Forsman, University of Helsinki (Department of Food and Nutrition) & University of Vaasa (School of Marketing and Communication, Marketing); Harri Luomala, University of Vaasa, School of Marketing and Communication


Marketing theory currently lacks holistic conceptualizations of subjective consumer value, accounting for both the conceptual and sociocultural, as well as the sensory and embodied. Adopting a phenomenological perspective, this study introduces sensory perception as the missing link between these domains. First, previous conceptualizations of CPV and ViU/ViE are reviewed. Then, a novel conceptualization for Phenomenological Consumer Perceived Value (PCPV) including a new concept of Sensory Value Affordance are proposed, based on perception-action cycle, ecological psychology, and experimental phenomenology. They cater to B-2-C managers dealing with individualistic and value-oriented consumers, enabling the design of deeply customer-oriented offerings and customer experiences.