• Sanne Holm Jensen
4. semester, Kommunikation, Kandidat (Kandidatuddannelse)
The focus of this thesis is to challenge the experience communication on it’s opportunities and it’s limitations. The majority of the literature written on the subject concerns experiences which emerge in more obvious conditions such as theatre, soccer games, vacations etc. Therefore the main challenge of the thesis is to study how and to what extend a product of low interest can be marketed based on experience communication. The basis of this examination is PFA Pension’s insurance product PFA Forebygger which can be characterized as a product of low interest. Through the theory of experience communication it appears that the employees of PFA Pension play an important role on whether the experience communication of PFA Forebygger succeeds or not. Therefore the thesis takes an additional focus on how the management of PFA Pension can motivate the employees to represent the messages of the experience communication when they interact with their customers. The contextual frame of the thesis is furthermore based on my scientific theoretical platform as well as my view on communication and on society. In this case the theory of science is social constructionism. In continuation of the social constructionism you find the view on communication as interaction in contradistinction to a view on communication as transmission. And at last the thesis features a description of the society which surrounds us as a risk society inspired by Ulrich Beck. To answer the question on which opportunities and limitations experience communication provides, it’s important to recognize that experiences are personally rooted. This point is in accordance with my interactionistic view on communication. To describe it more specifically it means that the experience can never be imposed on the individual. Instead PFA Pension must produce the setting for the customers’ experiences through messages which most likely can create positive emotions and hereby their positive experiences. Furthermore experiences which can contribute to the creation of the reflective self identity are more likely to attract the individual. Therefore PFA Pension must focus on creating the setting for these kinds of experiences. Another important opportunity which lies within experience communication is the personal meeting between PFA Pension and the customers. The personal meeting gives PFA Pension the opportunity to affect the senses of the customers to a greater extend than through mediated experience communication. By affecting the senses of the customers positive experiences are more likely to appear. One of the main limitations which is associated with experience communication is that PFA Pension cannot be sure that everyone in the target group is attracted by experiences. The thesis broaches this limitation in a discussion on whether experiences are reserved for specific groups in the society. Another limitation is that PFA Pension is a rather formal organization. The consequence of this fact is among other things that PFA Pension is assigned to follow some legal bounds which the experience communication has to adapt. When it comes to the question on how to motivate the employees of PFA Pension the thesis involves some of the classical theories of motivation. Secondly a modern view on motivation is included to examine how the management of PFA Pension more specifically will be able to motivate the employees when it comes to experience communication. Primarily the thesis is founded on theoretical discussions; however I use PFA Forebygger as a case to concretize these discussions throughout the thesis. In addition I also end up providing PFA Pension with some points of act which they can use if they choose to market PFA Forebygger based on experience communication.
Antal sider158
Udgivende institutionAalborg Universitet
ID: 14621934