Qualitative Market Research: An International Journal

Chaney, Damien; Lunardo, Renaud; Mencarelli, Rémi

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-04-2018-0042

PurposeThe purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience.Design/methodology/approachA historical review of the development of the concept of consumption experience is conducted from its introduction 35 years ago by Holbrook and Hirschman’s (1982) seminal paper to the most recent advances, including the articles selected for this special issue.FindingsFirst, the authors show that the introduction of the concept of consumer experience was a major (r)evolution on the theoretical, methodological and managerial levels. Second, the authors examine the theoretical risks associated with a biased conceptualization of the consumption experience. Third, the authors highlight future avenues for research on the consumption experience from both macro- (“zoom-out”) and micro-analytic (“zoom-in”) perspectives.Originality/valueThis paper offers a comprehensive view on one of the most disruptive concepts in marketing theory.

Chaney, Damien; Lunardo, Renaud; Mencarelli, Rémi

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-04-2018-0042

The purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience.Design/methodology/approachA historical review of the development of the concept of consumption experience is conducted from its introduction 35 years ago by Holbrook and Hirschman’s (1982) seminal paper to the most recent advances, including the articles selected for this special issue.FindingsFirst, the authors show that the introduction of the concept of consumer experience was a major (r)evolution on the theoretical, methodological and managerial levels. Second, the authors examine the theoretical risks associated with a biased conceptualization of the consumption experience. Third, the authors highlight future avenues for research on the consumption experience from both macro- (“zoom-out”) and micro-analytic (“zoom-in”) perspectives.Originality/valueThis paper offers a comprehensive view on one of the most disruptive concepts in marketing theory.

Holbrook, Morris B.

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-04-2018-0041

This paper aims to trace the origins, development and future of the consumption experience as a concept in marketing and consumer research.Design/methodology/approachThe author relies on subjective personal introspection to describe his involvement in the introduction and elaboration of the consumption-experience concept.FindingsThe author finds that the concept of the consumption experience has extended to many areas of marketing and consumer research, with widespread applicability in the creation of brand-related promotional messages.Research limitations/implicationsThe consumption experience is central to our understanding of consumers and deserves full exploration in the work of consumer researchers.Originality/valueWorking with Professor Elizabeth Hirschman, the author played a pioneering role in understanding the consumption experience and is happy to see that their contribution has encouraged others to pursue related themes.

Holbrook, Morris B.

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-04-2018-0041

PurposeThis paper aims to trace the origins, development and future of the consumption experience as a concept in marketing and consumer research.Design/methodology/approachThe author relies on subjective personal introspection to describe his involvement in the introduction and elaboration of the consumption-experience concept.FindingsThe author finds that the concept of the consumption experience has extended to many areas of marketing and consumer research, with widespread applicability in the creation of brand-related promotional messages.Research limitations/implicationsThe consumption experience is central to our understanding of consumers and deserves full exploration in the work of consumer researchers.Originality/valueWorking with Professor Elizabeth Hirschman, the author played a pioneering role in understanding the consumption experience and is happy to see that their contribution has encouraged others to pursue related themes.

Cova, Bernard; Carù, Antonella; Cayla, Julien

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-01-2017-0030

This paper aims to examine the notion of escape, which is central to the consumer experience literature, yet remains largely undertheorized. By surfacing the multi-dimensionality of escape, the authors develop a more fine-grained conceptualization of this notion. In addition, this work helps shed new light on past consumer research findings that mobilize the notion of escape.Design/methodology/approachThe paper is based on a review and interpretation of literature referring to the notion of escape in consumer research.FindingsThis paper’s first contribution is to extend the concept of escape based on the Turnerian framework of structure/anti-structure, by establishing a key difference between objects to “escape from” and the major themes of “escape into”. A second contribution is to identify other forms of escape that are mundane, restorative and warlike, and that mobilize the self in different ways.Practical implicationsThe paper provides a more precise conceptualization of escape to motivate further research on this particularly important concept for understanding consumer experience.Social implicationsEscape from one’s own self has become an important feature of contemporary life. Consumer experiences may be ways of crafting identities, but they also form the means of escaping the pressures that come with the burdens of identity.Originality/valueThis paper goes beyond past research on escape by identifying other types of escapes, which have not really been theorized in consumer research. The authors especially note the importance of ephemeral moments where people temporarily suspend their reflexive self, which the authors conceive as a new type of escape route.

Cova, Bernard; Carù, Antonella; Cayla, Julien

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-01-2017-0030

PurposeThis paper aims to examine the notion of escape, which is central to the consumer experience literature, yet remains largely undertheorized. By surfacing the multi-dimensionality of escape, the authors develop a more fine-grained conceptualization of this notion. In addition, this work helps shed new light on past consumer research findings that mobilize the notion of escape.Design/methodology/approachThe paper is based on a review and interpretation of literature referring to the notion of escape in consumer research.FindingsThis paper’s first contribution is to extend the concept of escape based on the Turnerian framework of structure/anti-structure, by establishing a key difference between objects to “escape from” and the major themes of “escape into”. A second contribution is to identify other forms of escape that are mundane, restorative and warlike, and that mobilize the self in different ways.Practical implicationsThe paper provides a more precise conceptualization of escape to motivate further research on this particularly important concept for understanding consumer experience.Social implicationsEscape from one’s own self has become an important feature of contemporary life. Consumer experiences may be ways of crafting identities, but they also form the means of escaping the pressures that come with the burdens of identity.Originality/valueThis paper goes beyond past research on escape by identifying other types of escapes, which have not really been theorized in consumer research. The authors especially note the importance of ephemeral moments where people temporarily suspend their reflexive self, which the authors conceive as a new type of escape route.

Becker, Larissa

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-01-2017-0036

As the consumer experience literature broadens in scope – specifically, from dyads to ecosystems and from provider-centric to consumer-centric perspective – traditional data collection methods are no longer adequate. In that context, the paper aims to discuss three little-used data collection methods that can contribute to this broader view of consumer experience.Design/methodology/approachThe paper identifies methodological requirements for exploring the broadened view of consumer experience and reviews data collection methods currently in use.FindingsThe paper elaborates tailored guidelines for the study of consumer experience through first-hand, systemic and processual perspectives for three promising and currently underused data collection methods: phenomenological interviews, event-based approaches and diary methods.Research limitations/implicationsAlthough the list of identified methods is not exhaustive, the methods and guidelines discussed here can be used to advance empirical investigation of consumer experience as more broadly understood.Practical implicationsPractitioners can apply these methods to gain a more complete view of consumers’ experiences and so offer value propositions compatible with those consumers’ lifeworlds.Originality/valueThe paper principally contributes to the literature in two ways: by defining the methodological requirements for investigating consumer experience from consumer-centric, systemic and processual perspectives, and by specifying a set of data collection methods that meet these requirements, along with tailored guidelines for their use.

Becker, Larissa

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-01-2017-0036

PurposeAs the consumer experience literature broadens in scope – specifically, from dyads to ecosystems and from provider-centric to consumer-centric perspective – traditional data collection methods are no longer adequate. In that context, the paper aims to discuss three little-used data collection methods that can contribute to this broader view of consumer experience.Design/methodology/approachThe paper identifies methodological requirements for exploring the broadened view of consumer experience and reviews data collection methods currently in use.FindingsThe paper elaborates tailored guidelines for the study of consumer experience through first-hand, systemic and processual perspectives for three promising and currently underused data collection methods: phenomenological interviews, event-based approaches and diary methods.Research limitations/implicationsAlthough the list of identified methods is not exhaustive, the methods and guidelines discussed here can be used to advance empirical investigation of consumer experience as more broadly understood.Practical implicationsPractitioners can apply these methods to gain a more complete view of consumers’ experiences and so offer value propositions compatible with those consumers’ lifeworlds.Originality/valueThe paper principally contributes to the literature in two ways: by defining the methodological requirements for investigating consumer experience from consumer-centric, systemic and processual perspectives, and by specifying a set of data collection methods that meet these requirements, along with tailored guidelines for their use.

Kwon, Yoo Jin; Kwon, Kyoung-Nan

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-01-2017-0047

The purpose of this study is to understand the values consumers pursue and roles consumers partake in selfie practice.Design/methodology/approachA qualitative research method was adopted. In-depth interviews were conducted with selfie enthusiasts. Data were analyzed with grounded theory approach.FindingsDiverse activities and reflections pertaining to selfies were analyzed, which uncovered three consumer roles departmentalized and the nine values that selfie practice generates for consumers. The three roles are subject, photographer and user of selfies, and the roles are orchestrated together or selectively performed if necessary. In consequence of the interplay of performances and expectations of the roles, consumers pursue and gain four collaboratively created values and five individually created values.Originality/valueFindings of the study expand the understanding of values of selfie practice and consumer roles in Web 2.0.

Kwon, Yoo Jin; Kwon, Kyoung-Nan

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-01-2017-0047

PurposeThe purpose of this study is to understand the values consumers pursue and roles consumers partake in selfie practice.Design/methodology/approachA qualitative research method was adopted. In-depth interviews were conducted with selfie enthusiasts. Data were analyzed with grounded theory approach.FindingsDiverse activities and reflections pertaining to selfies were analyzed, which uncovered three consumer roles departmentalized and the nine values that selfie practice generates for consumers. The three roles are subject, photographer and user of selfies, and the roles are orchestrated together or selectively performed if necessary. In consequence of the interplay of performances and expectations of the roles, consumers pursue and gain four collaboratively created values and five individually created values.Originality/valueFindings of the study expand the understanding of values of selfie practice and consumer roles in Web 2.0.

Nichols, Bridget Satinover; Flint, Daniel J.

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-01-2017-0017

PurposeThe purpose of this research is to explore the experiences of women who participated in a competitive retail shopping event.Design/methodology/approachThe grounded theory approach was used.FindingsInterpretations of the data suggest that female consumers use competitive shopping events to facilitate interpersonal bonding and create meaningful memories. Findings also reveal that female consumers value memorable retail experiences, particularly when they are contextualized by important cultural conditions.Research limitations/implicationsThe study focused on one competitive shopping event and informants were exclusively women in the USA. The results imply that competitive retail shopping experiences can be important events in the lives of those involved, especially if they have cultural importance.Practical implicationsIt is important for retail managers to understand the impact shopping experiences may have on customers. This paper’s findings suggest that retailers may be able to help facilitate memorable experiences by creating an environment for shoppers to bond with their shopping companions. Creating a competitive atmosphere that is enjoyable and special is one such environment. The findings are based on a focal product (wedding gown) that has symbolic importance in the lives of the women involved.Social implicationsThis study highlights the social value of shopping for women, particularly as it relates to a ritualistic event (marriage and weddings).Originality/valueThis research is one of the first to specifically analyze the competitive nuances of special retail events. It uncovers a critical benefit to the people who participate in consumer competition.

Nichols, Bridget Satinover; Flint, Daniel J.

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-01-2017-0017

The purpose of this research is to explore the experiences of women who participated in a competitive retail shopping event.Design/methodology/approachThe grounded theory approach was used.FindingsInterpretations of the data suggest that female consumers use competitive shopping events to facilitate interpersonal bonding and create meaningful memories. Findings also reveal that female consumers value memorable retail experiences, particularly when they are contextualized by important cultural conditions.Research limitations/implicationsThe study focused on one competitive shopping event and informants were exclusively women in the USA. The results imply that competitive retail shopping experiences can be important events in the lives of those involved, especially if they have cultural importance.Practical implicationsIt is important for retail managers to understand the impact shopping experiences may have on customers. This paper’s findings suggest that retailers may be able to help facilitate memorable experiences by creating an environment for shoppers to bond with their shopping companions. Creating a competitive atmosphere that is enjoyable and special is one such environment. The findings are based on a focal product (wedding gown) that has symbolic importance in the lives of the women involved.Social implicationsThis study highlights the social value of shopping for women, particularly as it relates to a ritualistic event (marriage and weddings).Originality/valueThis research is one of the first to specifically analyze the competitive nuances of special retail events. It uncovers a critical benefit to the people who participate in consumer competition.

Massa, Charlotte; Bédé, Sébastien

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-01-2017-0031

The present study is part of a joint effort to gain a holistic understanding of the consumption experience. This paper aims to understand the essence of the winery experience through a better characterisation of the latter because of the consumer value approach and to define the main cultural differences between the Old World and the New World in this respect.Design/methodology/approachThe authors felt that netnography offered the most suitable qualitative method to capture the meaning of a winery experience in an international context. To this end, we collected 3,065 original tourist reviews for 35 wineries, written from January 2015 to June 2016.FindingsThe findings suggest that a winery experience is made up of the following values: “hedonic”, “economic”, “social” and “legacy”. In addition, the results indicate that social and legacy values are more important for the Old World, while the New World tends to put more emphasis on economic and hedonic values.Practical implicationsWineries need to deliver experiences that encourage tourists to explore what their enterprise has to offer. Given the importance of the customer experience to trigger wine purchases and positive word-of-mouth to promote brand loyalty, the findings can help winery managers to adapt their services in consequence.Originality/valueFew studies have applied a consumer value approach or used netnography to examine tourists’ experiences from a cross-cultural perspective.

Massa, Charlotte; Bédé, Sébastien

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-01-2017-0031

PurposeThe present study is part of a joint effort to gain a holistic understanding of the consumption experience. This paper aims to understand the essence of the winery experience through a better characterisation of the latter because of the consumer value approach and to define the main cultural differences between the Old World and the New World in this respect.Design/methodology/approachThe authors felt that netnography offered the most suitable qualitative method to capture the meaning of a winery experience in an international context. To this end, we collected 3,065 original tourist reviews for 35 wineries, written from January 2015 to June 2016.FindingsThe findings suggest that a winery experience is made up of the following values: “hedonic”, “economic”, “social” and “legacy”. In addition, the results indicate that social and legacy values are more important for the Old World, while the New World tends to put more emphasis on economic and hedonic values.Practical implicationsWineries need to deliver experiences that encourage tourists to explore what their enterprise has to offer. Given the importance of the customer experience to trigger wine purchases and positive word-of-mouth to promote brand loyalty, the findings can help winery managers to adapt their services in consequence.Originality/valueFew studies have applied a consumer value approach or used netnography to examine tourists’ experiences from a cross-cultural perspective.

Ben Gamra Zinelabidine, Boutheina; Touzani, Lilia; Ben Dahmane, Norchène; Touzani, Mourad

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-01-2017-0037

Adopting a customer-dominant logic perspective, the purpose of this paper is to understand how some tourists decide on unusual trips and how they associate meanings to transform their experience into an event.Design/methodology/approachThis research is exploratory and involves three qualitative data collection techniques. The authors conducted individual interviews complemented by travel narratives with tourists that decided to undertake off-track travel. The third method is ethnographic and focuses on tourists participating in a singular ritualistic festival.FindingsSeveral factors explained how off-track travelers associate meanings to turn their real-life experience into a successful event. These factors cover three main concepts: discovery, social link and identity.Practical implicationsThe authors propose managerial implications for ordinary service providers in the tourism sector. Managers should attempt to provide tourists with a framework within which they can create their own events and take initiatives. They must be supportive of tourists re-enhancing their experience and making efforts to create their own event.Originality/valueThis research explains how services must be less standardized to satisfy tourists looking for immersion, exoticism and authenticity and to support their initiatives.

Ben Gamra Zinelabidine, Boutheina; Touzani, Lilia; Ben Dahmane, Norchène; Touzani, Mourad

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-01-2017-0037

PurposeAdopting a customer-dominant logic perspective, the purpose of this paper is to understand how some tourists decide on unusual trips and how they associate meanings to transform their experience into an event.Design/methodology/approachThis research is exploratory and involves three qualitative data collection techniques. The authors conducted individual interviews complemented by travel narratives with tourists that decided to undertake off-track travel. The third method is ethnographic and focuses on tourists participating in a singular ritualistic festival.FindingsSeveral factors explained how off-track travelers associate meanings to turn their real-life experience into a successful event. These factors cover three main concepts: discovery, social link and identity.Practical implicationsThe authors propose managerial implications for ordinary service providers in the tourism sector. Managers should attempt to provide tourists with a framework within which they can create their own events and take initiatives. They must be supportive of tourists re-enhancing their experience and making efforts to create their own event.Originality/valueThis research explains how services must be less standardized to satisfy tourists looking for immersion, exoticism and authenticity and to support their initiatives.

Roederer, Claire; Filser, Marc

2018 Qualitative Market Research: An International Journal

doi: 10.1108/QMR-01-2017-0002

PurposeThis paper aims to contribute to the area of museum experience research, by exploring how consumers build stories to tell different experiences generated from a visit to a museum and by viewing these inductive findings in the light of recent research on consumption experiences (Lanier and Rader, 2015).Design/methodology/approachA qualitative study is conducted. Twenty-three narratives were analysed relating a visit to ZKM museum in Karlsruhe (Germany) using narrative analysis techniques, as they are suitable to capture sensations, emotions and feelings.FindingsZKM museum emerges from the analysis of the narratives as a cradle for stochastic experiences (Lanier and Rader, 2015). The narratives develop several episodes that correspond to performance and liberatory experiences. A reconceptualization of the museal experience is proposed as a mesh of performance, stochastic or liberatory episodes, that capture the subject’s perspective.Research limitations/implicationsThe study was limited to students who were 19-23 years of age and to one museum. Future research should include a wider age group and other museums.Practical implicationsThe findings provide useful insights for curators, educators and exhibit designers staging museal experiences.Social implicationsThe findings provide a better understanding of different experiences occurring in the same experiential context and their meaning from the subject’s perspective.Originality/valueLanier and Rader (2015) typology has not yet been tested in a museal context. The findings suggest that the same context can generate a set of various episodes (performance, liberatory, stochastic) within a given experience. From a methodological perspective, the results show that qualitative approaches are relevant to segment the museal offer based on sought experiences.

Roederer, Claire; Filser, Marc

2018 Qualitative Market Research: An International Journal

doi: 10.1108/qmr-01-2017-0002

This paper aims to contribute to the area of museum experience research, by exploring how consumers build stories to tell different experiences generated from a visit to a museum and by viewing these inductive findings in the light of recent research on consumption experiences (Lanier and Rader, 2015).Design/methodology/approachA qualitative study is conducted. Twenty-three narratives were analysed relating a visit to ZKM museum in Karlsruhe (Germany) using narrative analysis techniques, as they are suitable to capture sensations, emotions and feelings.FindingsZKM museum emerges from the analysis of the narratives as a cradle for stochastic experiences (Lanier and Rader, 2015). The narratives develop several episodes that correspond to performance and liberatory experiences. A reconceptualization of the museal experience is proposed as a mesh of performance, stochastic or liberatory episodes, that capture the subject’s perspective.Research limitations/implicationsThe study was limited to students who were 19-23 years of age and to one museum. Future research should include a wider age group and other museums.Practical implicationsThe findings provide useful insights for curators, educators and exhibit designers staging museal experiences.Social implicationsThe findings provide a better understanding of different experiences occurring in the same experiential context and their meaning from the subject’s perspective.Originality/valueLanier and Rader (2015) typology has not yet been tested in a museal context. The findings suggest that the same context can generate a set of various episodes (performance, liberatory, stochastic) within a given experience. From a methodological perspective, the results show that qualitative approaches are relevant to segment the museal offer based on sought experiences.