Consumer Participation and Experiential Marketing: Understanding the Relationship Between Co-Creation and the Fantasy Life Cycle

Current research in marketing argues that consumers and producers are now intertwined in the co-creation of value. As more and more marketers are adding experiential components to their offerings to increase the value proposition, one wonders how this might affect consumer participation. We argue that one way that consumers engage a marketing experience is through a mediating fantasy that changes over time. This paper explores how consumer participation in a marketing experience changes as customers move through the fantasy cycle. The data from our ethnographic study of Renaissance festivals suggests that consumer participation in the festivals evolves from co-optation, to co-production, to co-creation, and then back again as consumers develop and modify their fantasies to enhance their engagement of the experience. While not all consumers follow this path, we do find a relationship between the desired level of fantasy engagement and the type of consumer participation.



Citation:

Clinton Lanier, Jr. and Ronald Hampton (2008) ,"Consumer Participation and Experiential Marketing: Understanding the Relationship Between Co-Creation and the Fantasy Life Cycle", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 44-48.

Authors

Clinton Lanier, Jr., University of Nebraska, Lincoln
Ronald Hampton, University of Nebraska, Lincoln



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle

Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands

Read More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.