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Retour aux essences conceptuelles de l'immersion

Author

Listed:
  • 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)

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

Suggested Citation

  • Laurent Maubisson & Linda Hamdi, 2011. "Retour aux essences conceptuelles de l'immersion," Post-Print halshs-00739624, HAL.
    • Handle: RePEc:hal:journl:halshs-00739624
    as

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