Two decades ago, (macro)marketing researchers awoke to the hedonic and experiential aspects of consumption—sometimes known as fantasies, feelings, and fun or the “three Fs.” More recent literature has further extended our view toward a broadened recognition of “four Es”—experience, entertainment, exhibitionism, and evangelizing. This essay reviews each of the four Es and will appear serially as three sequential installments: parts 1 and 2 on experience and entertainment, part 3 on exhibitionism, and part 4 on evangelizing.
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Morris B. Holbrook (2000) studied this question.
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