Mittal, Kumar, and Tsiros (1999) propose the ’Consumption System Theory’ (CST) to conceptualise the consumption experience. Mittal et al. (1999) characterise a consumption system as involving three dimensions: a product/service’s attribute-level evaluation, satisfaction, and behavioural intention. From a systems perspective, consumption occurs when a bundle of products and services is consumed over time in multiple episodes. The consumption system encompasses a series of activities within the wider process of consumer decision-making, ranging from pre-purchase activities such as need recognition and information search, to post-purchase activities such as satisfaction and future behaviour (Mittal et al., 1999).In terms of examining this system, Mittal et al. (1999) suggest two alternative approaches: cross-sectional and longitudinal. Each type of examination reflects a distinct perspective on th consumer experience. Cross-sectional analysis offers a structural view of consumption experiences, in which three dimensions of the consumption system are interconnected and influence overall consumption. On the other hand, longitudinal analysis provides a process view of the consumption system with the relationships between attribute-level evaluations and satisfaction changing over time. Similarly, satisfaction can also turn into a behavioural intention over time.