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.
|Title of host publication||ANZMAC 2006 Abstracts & programme|
|Subtitle of host publication||Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance|
|Editors||Yunus Ali, Maria van Dessel|
|Place of Publication||Brisbane, Qld|
|Publisher||Queensland University of Technology|
|Number of pages||9|
|Publication status||Published - 2006|
|Event||Australian and New Zealand Marketing Academy Conference (2006) - Brisbane|
Duration: 4 Dec 2006 → 6 Dec 2006
|Conference||Australian and New Zealand Marketing Academy Conference (2006)|
|Period||4/12/06 → 6/12/06|
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.