“How to Facilitate Immersion in a Consumption Experience: Appropriation Operations and Service Elements"

An entire research current has taken on the mantle of analysing the growing quest on the part of the contemporary consumers for immersion into varied experiences. It remains that there has been little empirical analysis of this process of immersion and the experience it produces. This paper introduces and develops the subjective operations that consumers undertake in their efforts to be immerged in the consumption experience. It uses empirical research based on introspective reports filed by consumers who attended a series of classical music concerts. The results suggest that rather than being an immediate process, the immersion in a consumption experience is more of a progressive one. To facilitate this progressive process greater attention must be paid to the management of those service elements that will have an impact on the so-called operations of appropriation