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Our Byzantine heritage: consumption of the past and its experiential benefits

Our Byzantine heritage: consumption of the past and its experiential benefits Purpose – The purpose of this paper is to explore consumers' attraction to the past and the experiential benefits associated with past‐related consumption practices. Design/methodology/approach – An interpretive study was undertaken using a heritage exhibition in Greece as an appropriate context. A total of 49 interviews using the central premises of phenomenological research were conducted in which 82 individuals participated. Informants were asked to elaborate on their consumption experience. Verbal data were analyzed and interpreted using theoretical guidance by Lowenthal's pioneering work on people's attraction to the past. Findings – Six experiential benefits are found that are prevalent among consumers in their contact with the past: the experience of knowledge, cultural identity, cultural values, escape in time, aesthetic appreciation, and narrative connection. These benefits are embedded on existing cultural narratives that are further enriched through consumption practices. Moreover, the beneficial consumption outcomes of the past are mediated by imagination that functions as a “linking glue” and a “creative force” in the construction of narrative vignettes. Research limitations/implications – Although this discovery‐oriented study provides insight into the consumption of the past, its exploratory nature does not guarantee generalizability beyond the convenience sample employed and the specific context. Further research should also investigate the extent to which the specific consumer benefits are prevalent in other consumption experiences. Practical implications – This research provides orientation for the management of experiential products. Marketers can facilitate consumer experiences through the appropriate staging of the servicescape in both substantive and communicating ways. Specific direction can be taken by paying attention to each of the identified experiential benefits. Originality/value – As experiential consumption rises in consumer research, it is of paramount importance to elucidate what drives consumers in participating and enjoying various consumption experiences. This study provides theoretical guidance to researchers in the area of experiential consumption by elaborating on the benefits associated with the consumption of the past. It also offers suggestions to practitioners for the appropriate management of an experiential servicescape. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Our Byzantine heritage: consumption of the past and its experiential benefits

Athinodoros Chronis
Journal of Consumer Marketing , Volume 22 (4): 10 – Jun 1, 2005
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References (58)

Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760510605326
Publisher site
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Abstract

Purpose – The purpose of this paper is to explore consumers' attraction to the past and the experiential benefits associated with past‐related consumption practices. Design/methodology/approach – An interpretive study was undertaken using a heritage exhibition in Greece as an appropriate context. A total of 49 interviews using the central premises of phenomenological research were conducted in which 82 individuals participated. Informants were asked to elaborate on their consumption experience. Verbal data were analyzed and interpreted using theoretical guidance by Lowenthal's pioneering work on people's attraction to the past. Findings – Six experiential benefits are found that are prevalent among consumers in their contact with the past: the experience of knowledge, cultural identity, cultural values, escape in time, aesthetic appreciation, and narrative connection. These benefits are embedded on existing cultural narratives that are further enriched through consumption practices. Moreover, the beneficial consumption outcomes of the past are mediated by imagination that functions as a “linking glue” and a “creative force” in the construction of narrative vignettes. Research limitations/implications – Although this discovery‐oriented study provides insight into the consumption of the past, its exploratory nature does not guarantee generalizability beyond the convenience sample employed and the specific context. Further research should also investigate the extent to which the specific consumer benefits are prevalent in other consumption experiences. Practical implications – This research provides orientation for the management of experiential products. Marketers can facilitate consumer experiences through the appropriate staging of the servicescape in both substantive and communicating ways. Specific direction can be taken by paying attention to each of the identified experiential benefits. Originality/value – As experiential consumption rises in consumer research, it is of paramount importance to elucidate what drives consumers in participating and enjoying various consumption experiences. This study provides theoretical guidance to researchers in the area of experiential consumption by elaborating on the benefits associated with the consumption of the past. It also offers suggestions to practitioners for the appropriate management of an experiential servicescape.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jun 1, 2005

Keywords: Consumption; ; Heritage; Consumer behaviour; Imagination; Experiential learning; Greece

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