Zahra Mohseni

Persian Gulf University | PGU · Department of Business Administration

Nowadays, with the daily expansion of marketing attractions to create different experiences in the restaurant & fast food industry, unconscious stimuli attracting the major senses might be an effective way to attract the consumers. Understanding these environmental stimuli suggests a correct perception of feeling and perception which is in harmony...

One of the concepts considered nowadays by the marketers in the area of consumers' consumption behavior is the creation of pleasant experiences and the impact of these experiences on consumers' behavior, since the creation of different experiences as a vital element in marketing strategies can create value and lead to a competitive advantage. Thus,...