Experience psychology: the new field and the end of the marketing Four Ps

Abstract

It seemed like a good idea at the time and for a while it was a success. Customers flocked to large stores on busy main streets, attracted by value for money and a good location. However, times change and so do consumers. A store environment that was once attractive and engaging became dour, old-fashioned and undesired. Even an affectionately recognized brand could not save the day.