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How to facilitate immersion in a consumption experience: appropriation operations and service elements
Author(s) -
Carù Antonella,
Cova Bernard
Publication year - 2006
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.30
Subject(s) - appropriation , introspection , empirical research , immersion (mathematics) , marketing , business , consumption (sociology) , psychology , advertising , sociology , cognitive psychology , epistemology , social science , philosophy , mathematics , pure mathematics
An entire research current has taken on the mantle of analysing the growing quest on the part of contemporary consumers for immersion into varied experiences. But there has been little empirical analysis of this process of immersion and the experience it produces. This paper introduces and develops the subjective operations that consumers undertake in their efforts to be submerged in the consumption experience. It uses empirical research based on introspective reports filed by consumers who attended a series of classical music concerts. The results suggest that, rather than being an immediate process, immersion in a consumption experience is more progressive. To facilitate this progressive process, greater attention must be paid to the management of those service elements that will have an impact on the so‐called operations of appropriation. Copyright © 2006 John Wiley & Sons, Ltd.