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La experiencia de hacer la cocina

  • Marcombes, G.
  • Sirieix, L.
  • Contreras, J.

The experiential marketing is born in 1982, with M.B. Holbrook and E. Hirschmann works. They demonstrated that in products and services choices, the playful and hedonic parts of the consumption experience are more important than the useful part. Then Holbrook developed this topic about the consumer value and identified 3 dimensions and 8 values to make a classification of the value types. We try here to use his model for cooking experience, a particular production experience. Holbrook's value typology can be used in cooking: efficiency, excellence, status, esteem, play, aesthetics, ethics and spirituality have all an equivalent in cooking experience (obligation, conviviality, leisure activity, sharing, hospitality, health...). However there are some ambiguities left, some values are very close to other ones. Moreover, it is interesting to analyse differences that can exist according to cooking situations, stages of life, generations, people, and to understand why so. Time and values transmission are other interesting subjects. ...French Abstract : Le marketing expérientiel est né en 1982 avec les travaux de M.B. Holbrook et de E. Hirschmann. Ils ont montré que l'aspect ludique et hédonique de l'expérience de consommation était plus important que l'aspect utile dans les choix de produits et de services. Fidèle à sa théorie, Holbrook développa ensuite le thème de la valeur pour le consommateur, et identifia 3 dimensions et 8 valeurs afin de classer les différents types de valeur. Dans ce document, nous essayons d'appliquer ce modéle à l'expérience de faire la cuisine, une expérience de production particulière. La typologie de la valeur de Holbrook s'applique plutôt bien à l'expérience de faire la cuisine : efficience, excellence, statut, estime, loisir, esthétique, éthique et spiritualité ont tous un équivalent dans l'expérience de faire la cuisine (obligation, convivialité, loisir, partage, réunion, hospitalité, santé, auto-valorisation...). Néanmoins, persistent quelques ambiguïtés car certaines valeurs se ressemblent beaucoup. Il est intéressant aussi d'analyser les différences qui peuvent exister selon les différentes situations de faire la cuisine, les étapes de vie, les générations et les individus, puis d'essayer de comprendre pourquoi. Le temps et la transmission des valeurs sont d'autres thèmes à relier à ce sujet. ... Spanish abstract: El marketing experiencial ha nacido con los trabajos de M.B. Holbrook y E. Hirschmann en 1982. Han demostrado que el aspecto ludico, hedonico de la experiencia de consumicion es mas importante que el aspecto util en la eleccion de los productos y servicios. Fiel a su teoria, Holbrook desarrollo después el tema del valor para el consumidor, identificando 3 dimensiones y 8 valores para clasificar los tipos de valor. En este trabajo, intentamos aplicar su modelo a la experiencia de hacer la cocina, una experiencia de produccion particular. Su tipologia del valor resulta aplicarse muy bien a la cocina : eficiencia, excelencia, status, estima, entretenimiento, estética, ética y espiritualidad encuentran cada uno su equivalente en la experiencia de hacer la cocina (la obligacion, la convivencia, el ocio, el compartir, el reunirse, la hospitalidad, la salud...). Sin embargo quedan algunas ambigüedades, porque algunos valores se acercan mucho. Ademas es interesante analizar las variaciones que existen segun las situaciones a la hora de cocinar, las etapas de la vida, las generaciones y los individuos, y entender por qué. El tiempo y la transmision de los valores son otros temas muy interesantes.

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This book is provided by UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro - Montpellier, France in its series Research serial MOISA with number 200905 and published in 2009.
Handle: RePEc:umr:ecbook:200905
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