Recently, companies have apprehended the fact that customers want more than merely products or services and have proceeded in providing value creation through customer experiences. Experience marketing has emphasized the need to stimulate, entertain and affect consumers at an emotional level in...

The purpose of the paper is to understand and measure consumer's motives as part of the complex mental structure which has as result a certain buying behavior. To achieve this goal, the authors structured the paper in two parts: the first part contains a literature review regarding the concepts...