Conference proceeding
The Golden Quadrant of Solid and Liquid Consumption
Advances in Consumer Research, Vol.50, p.254
01/01/2022
Abstract
Cannon et al discuss their study on the golden quadrant of solid and liquid consumption. They show that market offerings which land in the 'golden quadrant' (high-solid/high-liquid) reap the highest consumer value. Solid consumption characterizes market offerings that are enduring and ownership-based. For example, purchasing a book from Amazon or purchasing a Toyota Camry are examples of solid consumption. By contrast, liquid consumption characterizes market offerings that are ephemeral and adaptable. In addition to offering a more accurate perspective on market offerings, their framework allows for novel predictions about consumer behavior. They hypothesize that market offerings occupying the perceptual space of high solid and high liquid consumption will reap the highest consumer value, a phenomenon which the continuum perspective cannot explain.
Details
- Title: Subtitle
- The Golden Quadrant of Solid and Liquid Consumption
- Creators
- Christopher CannonSharlene HeXiaomeng FanJessica GamlinRebecca Krause-GaloniChelsea Galoni
- Resource Type
- Conference proceeding
- Publication Details
- Advances in Consumer Research, Vol.50, p.254
- Publisher
- Association for Consumer Research
- ISSN
- 0098-9258
- Language
- English
- Date published
- 01/01/2022
- Academic Unit
- Marketing
- Record Identifier
- 9984554825802771
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