Figure 2.
The conceptual diagram illustrates the relationship between consumer experiences and consumer identity. It begins with first encounters, progressing to during the experience, which includes immersion and aesthetic experience, then to after the experience. Emotional states arise throughout, leading to acceptance, disapproval, or fluctuations to different identity positions. These positions involve realising consumer identity, rediscovering consumer identity, returning to consumer identity, or reaffirming consumer identity. Arrows depict the flow of these stages, while dashed lines indicate secondary relationships, showing the dynamic and interconnected nature of consumer identity changes across the experience stages.Interplay of emotional states and consumer identity in an aesthetic experience
Source: Authors’ own work