Perceived value, according to Zeithaml (1988), is the consumer’s overall assessment ofthe utility of a product and the perception of what is received and what is given. Whileperceived value has encompassed the economic value assessed by consumers, the antecedentsscrutinized are relatively restricted to cognitive components of perceptions. To outline theemotional and hedonic value accompanied with the experiential marketing design, we attemptto extend the meaning of the perceived value and thereafter choose the term, “experientialvalue,” used by Schmitt (1999), so as to give a more complete annotation about the perceivedvalue during consumers’ experiential consumption.