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首页> 外文期刊>Journal of Business Research >Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture
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Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture

机译：后后现代消费文化中的体验式营销和非凡体验的变化性质

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Prior experiential marketing research suggests that extraordinary consumption experiences take place within antistructural frames, i.e. outside the realms of everyday life. This paper challenges that notion, through an ethnographic study of consumers attending the Primavera Sound music festival in Barcelona, Spain. We demonstrate that festival attendees perceive their experiences to be extraordinary, despite these occurring within 'everyday' structural frames. Consumers' extraordinary experiences unfold through their negotiation of a series of structural and antistructural marketplace tensions, including commercialism/authenticity, ordinary/escapist, and immersion/communing. We outline the theoretical implications of our research for the changing nature of extraordinary consumption experiences, in light of post-postmodern consumer culture. We conclude with managerial implications and provide suggested avenues for future research.
机译：先前的经验营销研究表明，非凡的消费体验发生在反结构框架内，即在日常生活领域之外。本文通过对参加西班牙巴塞罗那Primavera Sound音乐节的消费者进行的人种志研究，对这一概念提出了挑战。我们证明，尽管节日参与者在“每天”的结构框架中发生，但他们的体验还是非凡的。通过协商一系列结构性和反结构性市场张力，包括商业主义/真实性，普通/逃避现实主义和沉浸式/交流，消费者展现出非凡的体验。根据后后现代的消费文化，我们概述了我们的研究对非常规消费体验的变化性质的理论启示。我们以管理意义作为结论，并为将来的研究提供建议的途径。

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