Table 2

Holdbrook’s typology of value in the customer experience.

    Extrinsinc Intrinsic
Self-oriented Active Efficiency (O/Ia, convenience) Play (fun)
  Reactive Excellence (quality) Aesthetics (beauty)
Other-oriented Active Status (success, impression, management) Ethics (justice, virtue, morality)
  Reactive Esteem (reputation, materialism, possessions) Spirituality (faith, ecstasy, sacredness)

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