Роля на потребителския опит във време на криза
Role оf Consumer Experience in Crisis Times

Author(s): Alexander Hristov
Subject(s): Economy, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Consumer Experience; Customer Experience; Marketing; Digital Marketing; Marketing Communications; Crisis
Summary/Abstract: The article presents an overview of changes in consumption, mainly household one, after the crisis in 2020 caused by the pandemic. A connection is made with this to the analysis of consumer experience and its role in such a situation – understood as previous experience with the product or brand, based on which impressions are built, respectively, it can act decisively in the direction of making a purchase decision, postponing a purchase and other. The position presented is that the consumer experience in times of crisis increases its importance, which goes along with the rationalization of consumption.

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