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

Abstract

In a mature market like the Japanese economy, “experiential marketing” has received attention as a “differentiation strategy.” In this study, we focus on behavior experiences (ACT Module of SEMs) in terms of “embodied cognition.” Behavior experiences (ACT Module) are consumers’ behaviors and the physiological/psychological effects of such behaviors. The results show that two factors lead to behavior experiences (ACT Module): 1) design products that comprise elements that lead to consumer behaviors, and 2) design situations that involve factors that lead to consumer behaviors. We also show that special behavior experiences can be evoked by creating illogical or unusual situations. These ways of thinking will help marketers understand consumers’ behavioral experiences and use ACT for marketing from the perspective of customer experience.