近来的营销趋势表明,许多消费者会被罕见、新奇的消费体验吸引,他们会选择去一些预想不那么舒适的地方,品尝一些不同寻常的“创新”菜肴。为什么会选择花钱“受苦”而非“享乐”?哈佛商学院的助理教授阿奈特·凯南(Anat Keinan)与哥伦比亚大学商学院的营销学教授郎恩·科维茨(Ran Kivetz)的研究表明,消费者不断创造新的体验,不是为了从中获得短暂的愉悦,而是为了创造和收集难忘的回忆,以获得对自身价值的肯定。那么,什么样的体验是 Recent marketing trends show that many consumers are attracted to the rare, exotic consumer experience that they will choose to go to some less desirable places to sample some unusual “innovative” dishes. Why would you choose to spend “suffering” instead of “enjoying”? Anat Keinan, an assistant professor at Harvard Business School and Langn Kowitz, a marketing professor at Columbia Business School Ran Kivetz’s research shows that consumers continue to create new experiences, not to gain temporary pleasure, but to create and collect unforgettable memories in order to gain their own value affirmation. So, what kind of experience is