The Theatre of Experience: Brand-Consumer Dynamics in Multimedium Environments

Brands are increasingly undertaking extraordinary experiences to garner consumer attention and situate themselves in social and cultural life in ways that deeply resonate with consumers. We discuss consumption dynamics of brand performances, concentrating on how performances unify and fragment audiences, inspire counterperformances and play out over an extended duration.



Citation:

Kimberley Preiksaitis and Alex Mitchell (2020) ,"The Theatre of Experience: Brand-Consumer Dynamics in Multimedium Environments", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 592-595.

Authors

Kimberley Preiksaitis, Siena College
Alex Mitchell, California State Polytechnic University, Pomona, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.

Francesco Zanibellato, Ca' Foscari University, Venice, Italy

Read More

Featured

M4. How Consumption Experiences Create Value

Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA

Read More

Featured

Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

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.