Espresso experience, can it deliver value that matters to consumers, if so how?

Wynde H. Mason, Lawrence Ang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This paper proposes a conceptualisation of consumers’ café experiences that combines motivational orientation and situational variables. We argue that situational variables, when applied to a café, offer a unique and innovative approach to measure consumers’ affective responses to value. By viewing espresso experiences from the perspective of consumers, this paper accounts for multilayer motivational orientation and multi-faceted situational variables: physical, social and temporal elements. Consumer experiences may provide a pragmatic fit on how to create and deliver value that is difficult for competitors to duplicate.
Original languageEnglish
Title of host publicationANZMAC 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
EditorsYunus Ali, Maria van Dessel
Place of PublicationBrisbane, Qld
PublisherQueensland University of Technology
Number of pages9
ISBN (Print)1741071593
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2006)
CityBrisbane
Period4/12/066/12/06

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  • Cite this

    Mason, W. H., & Ang, L. (2006). Espresso experience, can it deliver value that matters to consumers, if so how? In Y. Ali, & M. van Dessel (Eds.), ANZMAC 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance Brisbane, Qld: Queensland University of Technology.