creating memorable experiences - virginia tech
TRANSCRIPT
Creating Memorable Experiences
Vince Magnini, Ph.D.
https://www.google.at/search?q=hampton+roads+bridge+tunnel&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwil59Ti6ejZAhXJ2SwKHWcoAqMQ_AUICigB&biw=1366&bih=662#imgrc=89eDcloB4gTJoM:
https://www.google.com/search?q=shopping+center+signs&rlz=1C1SQJL_enUS771US771&tbm=isch&source=iu&ictx=1&fir=SfKczyTO_LgMSM%253A%252C2gNTPRB_C4qTyM%252C_&usg=__jCjFKVCcPHOFv_UYhU8tU6q2NAQ%3D&sa=X&ved=0ahUKEwij0uvK9eHXAhUjw4MKHRy_Dg4Q9QEIKDAA#imgrc=BFjJFDFPrkZTRM:
https://www.google.com/search?q=convenience+store&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjrgfzjgOLXAhUEOSYKHSU_BMYQ_AUIDCgD&biw=1366&bih=662#imgrc=fld2RhghQidTFM:
https://www.google.at/search?rlz=1C1SQJL_enUS771US771&biw=1366&bih=662&tbm=isch&sa=1&ei=3oGnWtjpGIO7sQHBip-gCg&q=cell+phone+in+car&oq=cell+phone+in+car&gs_l=psy-ab.3..0i67k1j0i7i30k1j0i30k1j0i5i10i30k1j0i8i10i30k1j0i8i30k1l2j0i24k1l3.53981.54243.0.54779.2.2.0.0.0.0.151.264.0j2.2.0....0...1c.1.64.psy-ab..0.2.262...0i13k1j0i13i30k1j0i13i5i10i30k1j0i13i5i30k1j0i8i13i10i30k1j0i8i13i30k1.0.NmdTDGpoRCo#imgrc=UnJo03sS88qzeM:
Source: Bawden, 2001
https://www.google.com/search?rlz=1C1SQJL_enUS771US771&biw=1366&bih=662&tbm=isch&sa=1&ei=BhcmWtKYFMiT_QaQ6qK4BA&q=washington+post&oq=washington+post&gs_l=psy-ab.3..0l10.28945.33574.0.33789.15.9.0.6.6.0.188.930.7j2.9.0....0...1c.1.64.psy-ab..0.15.1051...0i67k1.0.5vdswwAKeaU#imgrc=nwgaRHoxGY_n8M:
https://venturebeat.com/2016/12/04/our-8-second-attention-span-and-the-future-of-news-media/
SCRIPT THEORYExplains how we
“combat it”
Satisficing and mental scripts
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
30%
The Hotel Blog Study
97%
Source: Magnini, Crotts, & Zehrer, 2011
60%
75%
Source: Berns et al., 2001
Source of images: www.en.wikipedia.org;www.losinginthecity.com
Source: Schwarz and Strack, 1999
Source of images: www.gettyimages.com;www.cointrap.com
Satisfaction with life???
Applied to Agritourism
https://www.google.com/search?q=children%27s+farm+stickers&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjPh5eksf3ZAhVpT98KHc-vDNUQ_AUICygC&biw=1366&bih=662#imgrc=26jbYLElCbO5XM:
Source of image: www.hoax-slayer.comwww.freestockphotos.biz
What we have learned about storytelling in
agritourism
Source of image: http://mydadandmefamilyfarm.com/chore-time/
What we know from childhood
memory elicitation research
Why do fish live in saltwater?
https://www.google.at/search?q=customer+at+agritourism&rlz=1C1SQJL_enUS771US771&source=lnms&tbm=isch&sa=X&ved=0ahUKEwii5-vN7ejZAhUEiSwKHSw1Bc0Q_AUICigB&biw=1366&bih=662#imgrc=0BZFQqC88yTHzM:
Source of photo: www.amusingplanet.com
The other moral of the Hotel Blog Study
Except for…
Summary Slide:
Prompt positive
script deviations
The famous professor
The Recovery Paradox:
FailureExcellentRecovery
Post-failuresatisfaction exceeds
pre-failure
satisfaction
A recovery paradox is most likely to occur in situations in which ______________________.
FailureExcellentRecovery
Post-failuresatisfaction exceeds
pre-failure
satisfaction
The Recovery Paradox:
is out of your
control
Traffic jam
For example:
Thunderstorm
Summary Slide:
Prompt positive
script deviations
Capitalize on negative
script deviations
“You are in the _____ business.”
Source of image: www.summergames.ap.org
Source of image: www.news.nick.com
Source of image: By Fernando Frazão/Agência Brasil - http://agenciabrasil.ebc.com.br/rio-2016/foto/2016-08/natacao-rio-2016, CC BY 3.0 br, https://commons.wikimedia.org/w/index.php?curid=50601364
Source of image: Author: Agência Brasil Fotografias; Judoca francês leva ouro nos jogos Rio 2016commons.wikimedia.org/wiki/File:Judoca_francês_leva_ouro_nos_jogos_Rio_2016_(28322657124).jpg
SO WHAT?
Emotional contagion is powerful!
Source of image: www.hdwpics.com
Source of image: www.blogflickr.net
Source of image: www.mountainstomarch.com
Summary Slide:
Prompt positive
script deviations
Capitalize on negative
script deviations
Know that emotional contagion
is powerful
Source: http://minimaxir.com/2014/09/one-star-five-stars/
Managing Perceived Waiting Times
Source of image: www.asiagrace.com
Managing Perceived Waiting Times
Managing Perceived Waiting Times
Managing Perceived Waiting Times
Source of images: www.asiagrace.comwww.themirrorlady.com
www.abovetopsecret.comwww.bigjoeonthego.com
www.ifixit.com
Prompt positive
script deviations
Capitalize on negative
script deviations
Know that emotional contagion
is powerful
Manage perceived
waiting times
Summary Slide:
Seasonal Worker X
You
Seasonal Worker X
You
Seasonal Worker X
Prompt positive
script deviations
Capitalize on negative
script deviations
Know that emotional contagion
is powerful
Manage perceived
waiting times
Create the Culture
Example 1:“Hoops in
hiring”
Example 2:Sticky notes
Example 3:Photo
elicitation
Photo Elicitation
Source of image: https://www.google.com/search?q=christmas+tree+farm&rlz=1C1GGRV_enUS751US751&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi898Dji8vVAhVC_IMKHTwiDRoQ_AUICygC&biw=1366&bih=589#im
grc=PJbHo0EDv8kE_M:
Surprise TacticGeneration
Photo Elicitation
Source of image: http://www.motleystreefarm.com/
Surprise TacticGeneration
Surprise TacticGeneration Photo Elicitation
Source of image: https://www.google.com/search?q=christmas+tree+farm&rlz=1C1GGRV_enUS751US751&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjhrPOj7s3VAhXH4CYKHehKAlkQ_AUICygC&biw=1366&bih=638#imgrc=cJNgSJwj3m5TlM:
Prompt positive
script deviations
Capitalize on negative
script deviations
Know that emotional contagion
is powerful
Manage perceived
waiting times
Create the Culture
Example 1:“Hoops in
hiring”
Example 2:Sticky notes
Example 4:Death, taxes, and _____.
Example 3:Photo
elicitation
There is so much more…
but I tried my best.
References
Bawden, D., & Robinson, L. (2009). The dark side of information: overload, anxiety and other paradoxes and pathologies. Journal of information science, 35(2), 180-191.
Berns, G. S., McClure, S. M., Pagnoni, G., & Montague, P. R. (2001). Predictability modulates human brain response to reward. The Journal of Neuroscience, 21(8), 2793-2798.
Goldstein, N., Martin, S, & Cialdini, R. (2008). Yes!: 50 Scientific Proven Ways to Be Persuasive. Free Press: New York, NY.
Jones, Edward Ellsworth; Nisbett, Richard E. (1971). The actor and the observer: divergent perceptions of the causes of behavior (PDF). pp. 79–94. In Jones, Edward E.; Kanouse, David E.; Kelley, Harold H.; Nisbett, Richard E.; Valins, Stuart; Weiner, Bernard (1971). Attribution: Perceiving the Causes of Behavior. American Political Science Association.
Kahneman, D. (2011). Thinking, fast and slow. Macmillan.
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight an application of travel blog analysis. Journal of Travel Research, 50(5), 535-545.
References
Magnini, V. P., Ford, J. B., Markowski, E. P., & Honeycutt Jr, E. D. (2007). The service recovery paradox: justifiable theory or smoldering myth?. Journal of Services Marketing, 21(3), 213-225.
Musicus, A., Tal, A., & Wansink, B. (2015). Eyes in the Aisles: Why Is Cap’n Crunch Looking Down at My Child?. Environment and Behavior, 47(7), 715-733.
Peters, T. (2010). The Little Big Things: 163 Ways to Pursue Excellence. New York, NY: Warner Books.
Sanborn, M. (2004). The Fred Factor. New York, NY: Doubleday.
Schwarz, N., & Strack, F. (1999). Reports of subjective well-being: Judgmental processes and their methodological implications. Well-being: The Foundations of Hedonic Psychology, 7.
Zeithaml, V. A. & Bitner, M, J.(2003) Service Marketing: Integrating Customer Focus Across the Firm: New York: McGraw-Hill.
