Design, consumption and marketing: outcomes, process, philosophy and future directions

Abstract

Whether we know it or not (the best design is the least obvious), design plays a role in many of the decisions and experiences we as consumers and marketers take for granted. For better or worse, every customer experience is the result of a design decision and execution, while customers are also curators of their identities, usually with the help of designer brands, designer goods, designed servicescapes, experiences and co-designed social media platforms. These observations, along with the belief that more rather than less interaction between design, consumption and marketing research is needed, motivated this special issue. Although design has always played a role in the broad church we c..