Approche empirique de l'immersion dans l'expérience de consommation: les opérations d'appropriation

Abstract

Selon tout un courant de recherche, le consommateur cherche à s'immerger dans des expériences de consommation plutôt qu'à simplement rencontrer des produits finis. Cependant, ce phénomène d'immersion et le moyen d'y accéder ont fait l'objet de peu de recherches empiriques en marketing. À partir d'une revue de l'état de l'art en marketing, le cadre conceptuel de l'appropriation est introduit et développé pour rendre compte des opérations subjectives menées par le consommateur pour accéder à l'immersion. Une analyse empirique, fondée sur les récits introspectifs des consommateurs assistant à un concert de musique classique, permet de mettre en évidence les éléments de service qui ont un impact sur l'immersion du consommateur dans l'expérience.

The Effect of Ambient Scents on Consumer Responses: Consumer Type and His Accompaniment State as Moderating Variables

“…The different socio-historical developments have transformed consumption patterns, and contrary to the trend of material consumption that existed before, we now consume to produce social identity or experience, with an appeal for the intangible (Rochefort, 1995). In our post-modern society, consumer society changed attitudes towards leisure: Consumption is cherished and considered an experience-rewarding to consumers looking for hedonism in their purchases (Caru & Cova, 2003;Filser, 2002;Holbrook & Hirschman, 1982). Thus, hedonism and the growing maturity of consumers who are becoming increasingly demanding and selective make the task even more difficult for retailers.…”

Buying a Book as a Christmas Gift: Two Routes to Customer Immersion

“…The process through which consumers interact with a product, gaining access to a holistic experience, is called 'customer immersion' [Arnould et al, 2002;Gilmore, 1998, 1999;Schmitt, 1999], but little is known about it. In order to delve deeper into the topic of experiential marketing, Carù and Cova [2003] have researched the cultural sector, exploring in particular the consumption experience during a classical music concert. Referring to the processes of spatial appropriation, the two authors have identified the sequential stages making up the immersion process, considering that by reducing the perceived distance between individuals and the object they are experiencing (classical music in the specific instance), customer immersion increases, with a consequent rise in value for the consumer.…”

The Consumer’s Experience Concept in Fashion Retail Outlet: Proposal for a Measurement Scale

“…The more a customer project himself in a buying or consumption experience the more he's likely to experience impulses buying (Hoch & Loewenstein, 1991;Ortony et al, 1990). The projection of an individual would not come true only if he will arrive to appropriate the retail outlet and immerse in a consumption experience (Filser, 2002;Carù & Cova, 2003. Thus we propose the hypothesis H1: The concept of in-store lived experience has a positive influence on impulses buying.…”

“…Carù and Cova (2003) talk about immersion as a way to access to the experience. They emphasize the concept of appropriation (of space or the experience) as a prerequisite for the immersion.…”

“…The key issue is no longer the emotion induced but rather how consumers appropriate the space and immerse themselves in an experience, which can be qualified as absorbing (Carù & Cova, 2003;Chebat et al, 2014).…”