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L’expérience de consommation collective : du communautaire à l’identitaire Le cas des Flash Mobs

Author

Listed:
  • Charlotte Massa

    (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)

  • Jean-Philippe Galan

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

Flash Mob is a new kind of collective consumption experience in which a group of persons organizes a "real" encounter based on a short-lived activity. By a multi-sited research and a methodological triangulation, this study tries to understand this type of experience, especially faced with the virtual world alternative. The findings of this research suggest the necessary unregulated and intuitive implementation of a dual project of consumption by Flash Mob attendees: (1) a community project and (2) an experiential project. Thus, we observe the rise of a specific claim: to collectively live events and experiences.

Suggested Citation

  • Charlotte Massa & Jean-Philippe Galan, 2016. "L’expérience de consommation collective : du communautaire à l’identitaire Le cas des Flash Mobs," Post-Print halshs-01521684, HAL.
    • Handle: RePEc:hal:journl:halshs-01521684
    DOI: 10.3917/rsg.281.0065
    as

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