Young Consumer’S Immersion in an Artistic Experience: the Case of the Annisettanta (The 1970S)

One way to reduce the distance between the consumers and the aesthetic object is the mobilization of referents which secure the consumers and facilitate their immersion. In this paper we used the ‘The 1970s: the long decade in the short century’ exhibition in Milan as a kind of laboratory to investigate if young subjects can immerse themselves into an experiential context which is made of referents that are mainly alien to them. The results show that together with the lack of understandable referents it is the inability to create a link between these referents which constitutes a barrier to immersion.


Antonella Caru and Bernard Cova (2011) ,"Young Consumer’S Immersion in an Artistic Experience: the Case of the Annisettanta (The 1970S)", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 525.


Antonella Caru, Professor Bocconi University and Sda Bocconi School of Mangement, Italy
Bernard Cova, Professor Euromed Management Marseilles (France)


E - European Advances in Consumer Research Volume 9 | 2011

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