Experience Differentiation Strategy (2): Focus on Embodied Cognition and ACT Module

Abstract

In a mature market like recent Japanese economy, "experiential marketing" has received attention as "differentiation strategy." In this paper, we focus on behavior experiences (ACT Module of SEMs) in terms of "Embodied cognition." Behavior experiences (ACT Module) are consumer's behaviors and physiological /psychological effects occurs by consumer's behaviors. The results shows that there are two points for leading to Behavior experiences (ACT Module), 1) design products that has factors leading to consumers behaviors, 2) design situations that has factors leading to consumers behaviors.