ABSTRACT

This chapter reviews perspectives and theories from the social sciences, such as psychology and sociology, which could assist in understanding and predicting how different people will react to specific clues and stimuli incorporated in (promises made with respect to) experiences to be staged. It starts with explaining why we, today’s consumers, want experiences in the first place. This discussion is linked to how we pursue happiness and how our own personal values guide us in this search. Subsequently, the way we learn and memorise things are highlighted. This chapter then reviews some specific methods, tools and techniques that could assist in better understanding and predicting the behaviour of customers within the context of designing, staging and managing experiences, and the key role of the concept of personalities in doing so. Finally, it discusses the details of consumer decision-making in relation to the experiences they (are willing or inclined to) buy and consume, as well as the relevance of archetypes and personas in categorising types or segments of consumers.