Bernd H. Schmitt’s research while affiliated with Columbia University and other places

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Publications (72)


The hypothesized model.
Results: Two‐group (men vs. women) analysis. NFC,
Experiences and happiness: The role of gender
  • Article
  • Full-text available

August 2022

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2,453 Reads

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19 Citations

Psychology and Marketing

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Bernd Schmitt

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Lia Zarantonello

It is well established that experiences make people happy, but we still know little about how individual differences affect the relationship between consumption of experiences and happiness. This study focuses on gender as the predictor of happiness and addresses the following question: Do women and men differ in the way they attain happiness from consumption of experiences? Considering that research shows that women and men differ in how they process information, it is possible that they differ in how much they reflect on an experience too. Therefore, this study also investigates how the relationship between consumption of experiences and gender is moderated by Need for Cognition (NFC) in affecting subjective happiness. The results of a survey of adult consumers show than women derive more happiness and life satisfaction from meaningful experiences than men whereas men derive more happiness and satisfaction with life from pleasurable experiences than women. NFC moderates these results. The study provides evidence for the distinction between pleasure and meaning in consumption contexts and for the important role of gender in consumption of experiences. Its results imply that design and structuring of commercial experiences should take customer gender into account.

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Experiential AR/VR: a consumer and service framework and research agenda

March 2022

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433 Reads

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57 Citations

Journal of Service Management

Purpose The paper focuses on extended reality technologies and their potential contribution to the improvement of services. First, it identifies extended reality technologies (AR/VR) as the most promising interfaces to enable an experiential consumption of the services. It then summarises their properties and discusses similarities and differences. Last, it maps these technologies onto a consumer psychology framework of experience to derive possible areas of future research. Design/methodology/approach The authors conduct a literature review and present a conceptual framework of AR/VR contributions on experience. Findings The study provides an up-to-date literature review including AR and VR applications for consumer and service experience, as well as recommendations for possible research directions. Originality/value Whereas previous contributions adopted the same, experiential approach but focused on different technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR.


Figure 2. Results of qualitative analysis.
A "crescendo" model: designing food experiences for psychological well-being

September 2021

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159 Reads

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12 Citations

European Journal of Marketing

The present paper advances the design-thinking approach in food from an engineering mindset toward a positive psychology perspective, by investigating how consumer experiences evoked by food-related activities can facilitate, stimulate, and enhance individuals' happiness and perceptions of life satisfaction. Food-related activities generally result in positive consumer experiences and psychological well-being. Experiential stimulation resulting from food activities is positively related to perceived life satisfaction directly and indirectly via pleasure and meaning. Although we found an overall positive relationship between these variables, we also found differences based on the experience type considered. A "crescendo model" of experiences that details how experiences lead to happiness and perceived life satisfaction is presented.


Consumption Ideology

June 2021

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477 Reads

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82 Citations

Journal of Consumer Research

Ideology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption ideology as ideas and ideals that are related to consumerism and manifested in consumer behavior. Consumption ideology originates from conflicts between consumer desires and the system of consumerism. It is reflected in consumers’ lived experiences and expressed in social representations and communicative actions related to status-based consumption, brand affinity and antipathy, performed practices, and political consumption. By adapting to the market, consumers confirm the system, but when they resist, they accelerate conflicts in consumer experiences unless resistance is ideologically co-opted by the market. Three illustrative cases–upcycling, Zoom backgrounds, and the commercialization of TikTok—exemplify how the framework may be used to analyze consumption ideology and generate new research questions. The article concludes with future research programs that move beyond micro-theorizations to illuminate the broader role of ideology in contemporary consumerist society.


An Experiential View of Food Design Thinking: Expanding Consumer Centricity for Food Well-Being

January 2021

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56 Reads

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3 Citations

This chapter aims to evolve the concept of consumer centricity in food design thinking by providing a well-established theoretical background rooted in consumer experience and happiness studies. We argue that food design thinking needs to adopt an “experiential view” for consumer centricity. Such a view, in marketing and consumer research, has focused on understanding in depth how consumers relate to products, services, and brands through their experiences. The experiential view has also shown how experiences can contribute to consumer happiness. Applying the experiential view to design thinking can help companies to design prolonged and articulated consumer experiences that improve consumers’ life, rather than merely focusing on product interactions at the point of purchase and their usage that satisfy a need. An expanded model of consumer centricity is proposed to evolve the current concept, and differences compared to the traditional view of consumer centricity are shown. Theoretical and practical implications are discussed at the end of the chapter.


Customer Experience Management als zentrale Erfolgsgröße der Markenführung

June 2019

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58 Reads

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2 Citations

Customer Experience Management (CEM) spielt zunehmend eine zentrale Rolle im Marken- sowie Marketing-Management. Entscheidende Erlebnistreiber und fünf Erlebnismodule, die als zentrale Grundbausteine des CEM-Ansatzes fungieren, werden im Detail besprochen und mit Beispielen illustriert. Zuletzt wird das Fünf-Stufen-Modell des CEM-Ansatzes zum Management von Marken vorgestellt.


Ein ganzheitliches verhaltenswissenschaftliches Modell zur Erklärung von Markenwirkungen

June 2019

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82 Reads

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2 Citations

In den letzten Jahren ist die Zahl der psychologischen Konstrukte zur Erklärung und Messung von Markenwirkungen explodiert. In dem folgenden Beitrag schaffen wir Orientierung durch die Skizzierung und Systematisierung der wesentlichen Konstrukte zur Beschreibung von Markenwirkungen. Wir verknüpfen dabei die Objektebene mit der persönlichen und der sozialen Ebene und klassifizieren in dem Modell nach fünf wesentlichen Dimensionen: Identifikation, Erleben, Integration, Signalwirkung und Verbinden.


Marketing-Ästhetik für Marken

June 2019

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29 Reads

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2 Citations

Dieser Beitrag präsentiert „Marketing-Ästhetik“ als ein neues Paradigma, das weniger auf Funktionalität und traditionelle Markenbegriffe (z. B. Markenimage und Assoziationen und Markenbekanntheit) als auf die sensorische Erlebnisse zur Differenzierung von Marken fokussiert. Das Konzept eines Stils wird als zentraler Markenbegriff eingeführt und seine Dimensionen dargestellt sowie wichtige strategische Themen im Rahmen der Marken-Ästhetik besprochen.


Ein ganzheitliches verhaltenswissenschaftliches Modell zur Erklärung von Markenwirkungen

April 2018

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36 Reads

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1 Citation

In den letzten Jahren ist die Zahl der psychologischen Konstrukte zur Erklärung und Messung von Markenwirkungen explodiert. In dem folgenden Beitrag schaffen wir Orientierung durch die Skizzierung und Systematisierung der wesentlichen Konstrukte zur Beschreibung von Markenwirkungen. Wir verknüpfen dabei die Objektebene mit der persönlichen und der sozialen Ebene und klassifizieren in dem Modell nach fünf wesentlichen Dimensionen: Identifikation, Erleben, Integration, Signalwirkung und Verbinden.


Customer Experience Management als zentrale Erfolgsgröße der Markenführung

January 2017

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166 Reads

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7 Citations

Customer Experience Management (CEM) spielt zunehmend eine zentrale Rolle im Marken- sowie Marketing-Management. Entscheidende Erlebnistreiber und fünf Erlebnismodule, die als zentrale Grundbausteine des CEM-Ansatzes fungieren, werden im Detail besprochen und mit Beispielen illustriert. Zuletzt wird das Fünf-Stufen-Modell des CEM-Ansatzes zum Management von Marken vorgestellt.


Citations (58)


... In this way, functional brand values and their components have a fundamental impact on what brand image is created in the minds of potential recipients. Experiencing physical brand elements is also an important part of a complete brand experience (Brakus et al., 2008). Taking into account the above arguments, the third hypothesis was proposed: ...

Reference:

How to manage a smart city brand image, taking into account residents’ perspective?
Experiential Attributes and Consumer Judgments
  • Citing Chapter
  • December 2008

... Ferreira et al., 2021). This finding also aligns with our proposition that budget constraint and indebtedness can discourage consumers from participating in consumption activities that increase happiness and life satisfaction, such as tourism (Choung et al., 2021) and the consumption of experiences (Brakus et al., 2022). ...

Experiences and happiness: The role of gender

Psychology and Marketing

... AR is a technology that seamlessly blends the virtual and real worlds, enhancing the user's experience by incorporating computer-generated information into the physical environment. This integration creates a unique hybrid experience referred to as "phygital" (Zarantonello and Schmitt, 2023). Distinguishing itself from virtual reality (VR), AR (Information about the authors can be found at the end of this article.) is integrated into users' everyday activities by coexisting with actual and virtual elements in the same space (Sengupta and Cao, 2022). ...

Experiential AR/VR: a consumer and service framework and research agenda
  • Citing Article
  • March 2022

Journal of Service Management

... In addition to the pivotal role of health, the emotional aspects of food well-being are also positively related to life satisfaction and fulfillment (Jaeger et al., 2022). In other words, food consumption can contribute to psychological well-being (e.g., Batat et al., 2019;Donato and Monsurrò, 2024;Zarantonello et al., 2021), or the subjective experience of affirmative psychological states such as pleasure, life fulfillment, and a sense of purpose . Zarantonello et al. (2021) found that food-related activities, specifically intellectual, behavioral, affective, and sensory food experiences, positively affect psychological well-being. ...

A "crescendo" model: designing food experiences for psychological well-being

European Journal of Marketing

... The second type of institutional pressures that responsibilized consumers become entangled in is complementary to the policies, regulation and supply of socio-material affordances. The neoliberal political economy also works through ideology, idealized images and constructs that affect consumers' bodily experiences and their perceptions to influence their understanding of responsibility (Bardhi and Eckhardt, 2017;Giesler and Veresiu, 2014;Schmitt et al., 2022). Some responsibilities are not merely channeled through markets but are fundamentally shaped or constituted by them. ...

Consumption Ideology

Journal of Consumer Research

... Jae, M Viswanathan et al, 2012). Present marketing research in advertising on literate adults has given attention mainly on incongruence, recording that picture that are congruent with advertising copy could improve consumers" memory (Schmitt, 1993). On the other side, irrelevant information does not overlie with text content (Levie and Lentz 1982) in the reading literature. ...

Memory for print ads: Understanding relations among brand name, copy, and picture
  • Citing Article
  • January 1993

Journal of Consumer Psychology

... At the heart of the design thinking, the approach should be the intention to transform the industrial global food system by analyzing and understanding how food consumers interact with food and investigating the conditions in which they operate. The scholars aim to evolve the concept of consumer centricity in food design thinking by providing a well-established theoretical background rooted in consumer experience and happiness studies (Batat, 2021;Fernhaber et al., 2019;Zarantonello & Schmitt, 2021;Waqas et al., 2021). This knowledge emphasizes essential changes in the consumers' needs and encourages applying the evolutionary approach to our research question. ...

An Experiential View of Food Design Thinking: Expanding Consumer Centricity for Food Well-Being
  • Citing Chapter
  • January 2021

... Our findings emphasise that specific visual packaging elements can enhance consumers' BE, which in turn promotes PI. This reinforces the role of packaging as a brand-relevant stimulus (Brakus et al., 2009;Schmitt, 1999) and as a key medium for brand-consumer communication (Hassan, 2018;Heiltjes, 2014;Krishna et al., 2017;Rundh, 2009;Titah, 2022;E. S.-T. ...

Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?
  • Citing Article
  • May 2009

Journal of Marketing

... The components of servicescape that Pizam Manis et al. (2020) suggest that the servicescape elements have a significant impact on satisfaction. Intangible aspects are necessary, as stated by Schmitt (2003), to offer a holistic experience resulting from the interaction of a set of intangible experiences. The social component of the servicescape includes "social density, context, and displayed emotions of people in the servicescape" (Pizam & Tasci, 2019, p. 28). ...

Customer Experience Management
  • Citing Chapter
  • December 2015