Experience orientation has been referred to as a magic formula for many areas of retail for the past 20 years. However, the question often arises: why doesn't this magic remedy work? To answer this question, this book sheds light on and specifies the construct of experience quality for the first time. A variety of insights into the complex perception, evaluation, and behavioral processes of consumers during experiential shopping are presented. By identifying the characteristics of shopping enjoyment, experience quality can be illustrated from the consumer's perspective, its impact on consumer behavior can be demonstrated, and implications for retail can be derived.