I ask the simple question, “How do consumers own experiences?” As consumers, especially millennials, seek out experiential vs. material consumption, it seemed important to ask whether consumers even felt ownership of the experiences they consumed. If consumers do feel a sense of ownership over their experiences, how does experience ownership differ from product ownership? Although this work developed out of a need to pre-test a stimulus in another project where I assume that students could own their collegiate experience, my qualitative research methods seminar gave me the tools to investigate this question with rigor.
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