Towards Consumer-Response Theory: studying interpretive communities among Michael Jackson’s fans

Vers une Consumer-Response Theory: étude des communautés interprétatives chez les fans de Michael Jackson

Anthony Galluzzo () and Jean-Philippe Galan ()
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Anthony Galluzzo: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Jean-Philippe Galan: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: Following Scott's call to build up a "Consumer-Response Theory", we explain the utility of the Reader-Response Theory for marketers. Studying contradictory receptions among consumers allow us to understand how product meanings generated by consumers can be competitive to those forecasted by the brand. We exemplify this matter of fact by a case study in the music industry. Reception study would allow us to forecast potential discordances occurring throughout the semantic birth of a product.

Keywords: reader theory; community; consumer; Music; methodology; consumer-response theory; lecture; communauté interprétative; consommateur; fan; méthodologie (search for similar items in EconPapers)
Date: 2015-05-19
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Published in Congrès International de l’Association Française du Marketing, A. Amine, Association Française du Marketing, May 2015, Marrakech, Maroc

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03238028

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