The explanatory variables of narrative transportation and consumer engagement with a transmedia consumption experience

Professionals in the cultural sector are increasingly designing transmedia narrative devices. By that new strategy, they expect to increase cultural consumption and attendance. Considering the central role of the narrative transportation during the transmedia experience, this article presents results about six anticipated antecedents of this process experienced by users of a transmedia device that combines digital and physical elements, and deals with the heritage history of a French province. The six variables tested are gender, age, level of education (to describe the socio-demographic profile), geographical proximity (to proxy the familiarity with the topic and contents of the story told in the transmedia device), cultural expertise (to refer to the whole acquaintance with cultural consumption), and relationship with technology (to score the propensity to adopt new technology). Regarding the consequence of the narrative transportation, the model focuses on the consumer engagement toward both the object of narration that is referring to the topic cultural professionals wants theirs visitors and viewers to discover, and the cultural genre (here the heritage and history of the region). This paper concludes with a discussion of our main results and limitations

Narrative transportation and transmedia consumption experience in the cultural field

The aim of this research is to better understand the transmedia consumption experience through the narrative transportation process. On the theoretical level, by applying these concepts to the arts and cultural field, we broaden the existing literature (1) in information and communication science, which is more focused on transmedia content and platform creation and conception, and (2) in management sciences, which mostly apprehend narrative transportation in the persuasive advertising context. On the conceptual level, we try to describe the different steps in the transmedia device appropriation process, the determinants of the narrative transportation process and its components (namely the story told and the characters, among other components). A qualitative methodology is implemented. Semi-directive interviews of transmedia designers and experts and users’ introspective narratives were conducted. A conceptual framework focused on the experience is proposed and highlights individual, technical, and situational factors, experience processes (appropriation and narrative transportation) and consequences related to the individual’s commitment (to the narration object, to the cultural category and to transmedia devices)

Transmédia et expériences de consommation

The aim of this research is to better understand the impact of transmedia storytelling on consumers’ experience in the cultural field (e.g. museum, heritage site). Transmedia storytelling refers to the interaction between different forms of media leading to convergence (telling a single story across multiple platforms and formats namely using digital technologies). How can this multidimensionality of platforms allow a greater appropriation of the story and improve consumers’ experience with the cultural object? Therefore, in which way can the experience with transmedia lead to a positive attitude towards both transmedia platforms and the cultural object

Transmédia Experience and Narrative Transportation

The aim of this research is to better understand the impact of transmedia storytelling on consumers’ experience in the cultural field (e.g. museum, heritage site). Transmedia storytelling refers to the interaction between different forms of media leading to convergence (telling a single story across multiple platforms and formats namely using digital technologies). How can this multidimensionality of platforms allow a greater appropriation of the story and improve consumers’ experience with the cultural object? Therefore, in which way can the experience with transmedia lead to a positive attitude towards both transmedia platforms and the cultural object

Effective risk relievers for dimensional perceived risks on mail-order purchase: a case study on speciality foods in the UK

This article examines the effective risk relievers for different dimensions of perceived risk on mail-order purchase of food products. The sample comprised 1,600 active and inactive mail-order specialty food shoppers in the UK. The analysis focused on the correlation coefficients between consumers' levels of perceived risk and their weight on the importance of the risk relievers. Amongst 15 risk relievers, the results implied that there are certain risk relievers attached to higher levels of importance by consumers, who perceive higher levels of risks in certain aspects of mail-order purchase. Therefore, mail-order companies should promote the effective risk relievers to reduce specific dimensions of perceived risks

Moving beyond fan typologies: The impact of social integration on team loyalty in football

The purpose of this paper is to develop detailed insight into loyalty among football fans of Hibernian FC, moving beyond typologies to a more socially grounded approach. Issues explored include patterns of consumption, distinctions between fan groups, and antecedents of loyalty. The origins and development of the club are evaluated, and consumer fanaticism, football fan loyalty, consumption behaviour, and the sociological impact of fan communities are discussed. Data were collected using a variety of methods, including participant observation, in-depth interviews, and analysis of websites and fan forums. Key findings relate to the impact of family and community influences on loyalty, initial experiences of developing associations with the club, through to the impact of socialisation, and the lived experience of being a supporter. A supporter matrix is constructed as a portrayal of the loyalty found at the club. A range of theoretical implications is considered, and the matrix promoted as a tool for understanding loyalty in clubs with similar social structures and community connections

Motives and comprehension in a public goods game with induced emotions

This study analyses the sensitivity of public goods contributions through the lens of psychological motives. We report the results of a public goods experiment in which subjects were induced with the motives of care and anger through autobiographical recall. Subjects' preferences, beliefs, and perceptions under each motive are compared with those of subjects experiencing a neutral autobiographical recall control condition. We find, but only for those subjects with the highest comprehension of the game, that care elicits significantly higher contributions than anger, with the control treatment in between. This positive influence of the care motive on unconditional giving is accounted for partly by preferences for giving and partly by the beliefs concerning greater contributions by others. Anger also affects attention to own and other's payoffs (using mouse tracking) and perceptions of the game's incentive structure (cooperative or competitive)

Customer emotions in service failure and recovery encounters

Emotions play a significant role in the workplace, and considerable attention has been given to the study of employee emotions. Customers also play a central function in organizations, but much less is known about customer emotions. This chapter reviews the growing literature on customer emotions in employee–customer interfaces with a focus on service failure and recovery encounters, where emotions are heightened. It highlights emerging themes and key findings, addresses the measurement, modeling, and management of customer emotions, and identifies future research streams. Attention is given to emotional contagion, relationships between affective and cognitive processes, customer anger, customer rage, and individual differences