International Journal of Business and Economics

International Journal of Business and Economics
Volume 16, No. 2

September, 2017
Experiences that Make Consumers Think: Cognitive Experiences
Rouxelle de Villiers
University of Waikato, New Zealand
Consumer experiences, as they relate to the function or purpose of a product or service links to the thinking and meta-thinking of prospects and customers – thus the name, cognitive customer experiences (CCX). The cases in the section on cognitive CX, clearly demonstrate how experiences connected with mental processes can alter the entire brand experience for consumers.
Keywords:functional value, holistic evaluation, utilitarian, purpose, solution.