Measuring immersion in real time: use of CRDI tool

Aline Degorre ()
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Aline Degorre: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse

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Abstract: Immersion became one of the stakes of experiential marketing to improve customer satisfaction in the consumption experience. Its study was mainly made of post-exposure measures both qualitatively and quantitatively. We propose to study the concept of immersion in real time, through the CRDI tool (Continuous Response Digital Interface), to capture the different variations of emotions felt by consumer during the exposure phase. The objective of this study is to present the CRDI tool and its possible application in the field of management science.

Keywords: Immersion; CRDI; Consumption Experience (search for similar items in EconPapers)
Date: 2016-05-24
Note: View the original document on HAL open archive server: https://hal.science/hal-02112483v1
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Published in EMAC, May 2016, Oslo, France

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