Retour aux essences conceptuelles de l'immersion

Laurent Maubisson () and Linda Hamdi
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Laurent Maubisson: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Linda Hamdi: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: Consumer immersion in a consumption experience is a growing concern for experiential Marketing. However, an ambiguity persists concerning the conceptual foundations of immersion. First, this study seeks to better understand this concept by comparing different existing approaches of immersion and its antecedents. Second, a two-step qualitative study was carried out to establish a comparison of consumer immersion regarding game playing vs. shopping experiences. The results show that consumer immersion present the same dimensions but require different ways to access it

Keywords: " flow"; "experiential environment"; "consumption experience"; "qualitative study"; immersion; flow; environnement expérientiel; expérience de consommation; étude qualitative; "immersion"; "flow; environnement expérientiel"; "expérience de consommation"; "étude qualitative" (search for similar items in EconPapers)
Date: 2011-05-18
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Published in 27ème Congrès de l'Association Française du Marketing (AFM), May 2011, Bruxelles, Belgique. pp.12101

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00739624

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