Strumenti per il monitoraggio dell’esperienza di consumo: verso una definizione empirica dell’experience design

With this paper the author presents a review of the literature on the impact of environmental cues on consumers’ behavior and preferences. Different models are evaluated and a criticism on the lack of empirical psychological research that might explain the underlying factors between physical stimuli and observed responses, such as the role of emotions, feelings, implicit attitudes and symbolic representations is put forward. Furthermore, the author argues about the existence of an ‘experience design paradox’ : given the marketing hypes on experience design it is discussed that, paradoxically, store planning is still entirely based on the designer taste and personal artistic expression rather than on empirically grounded data which should address the management of consumer in-store experience. The article concludes with a methodological proposal for the study of consumer experience and indicates the opportunity for further methodological advancements supported by interactive, mobile and positioning technologies.