Consumers co-create their consumption experiences with producers and have powerful and personally significant experiences in themed themed environments. A form of playful consumption that we call “ludic autotely” occurs in themed environments, and smart marketers are recognizing this. Consumers “play along” with marketers’ rule, but only to a certain extent. Spectacles are perhaps the ultimate form of consumer experience, and they may be changing and becoming more open to consumer co-creation.
Agents in Paradise. Experiential Co-Creation through Emplacement, Ritualization, and Community
BORGHINI, STEFANIA
2007
Abstract
Consumers co-create their consumption experiences with producers and have powerful and personally significant experiences in themed themed environments. A form of playful consumption that we call “ludic autotely” occurs in themed environments, and smart marketers are recognizing this. Consumers “play along” with marketers’ rule, but only to a certain extent. Spectacles are perhaps the ultimate form of consumer experience, and they may be changing and becoming more open to consumer co-creation.
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