Abstract
For experiential marketers or for service providers, holographic technology implies labor cost-savings, standardizing customer interaction, and potential revenue opportunities through simultaneous experiential replication. The novelty of holograms has encouraged businesses to rapidly adopt their use, however, little is known about consumers’ reactions to and interactions with virtually-replicated experiential consumption. In this paper, we propose and test a model of how holographic experiences can still lead consumers to have positive, seemingly-authentic consumption experiences, even though the mode of presentation is inauthentic. The results of an experiment demonstrate few significant differences between control, live performance, and holographic performance groups with respect to various outcomes of experiential consumption. Further, we find no significant differences between groups on consumers’ likelihood to watch again, likelihood to recommend the performance, and willingness-to-pay. These findings suggest that, although holographic technology is currently costly, the ability to replicate experiential consumption could be cost efficient in the long-run. We conclude with insights for extending research on holographic experiential consumption.
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For experiential marketers or for service providers, holographic technology implies labor cost-savings, standardizing customer interaction, and potential revenue opportunities through simultaneous experiential replication. The novelty of holograms has encouraged businesses to rapidly adopt their use, however, little is known about consumers’ reactions to and interactions with virtually-replicated experiential consumption. In this paper, we propose and test a model of how holographic experiences can still lead consumers to have positive, seemingly-authentic consumption experiences, even though the mode of presentation is inauthentic. The results of an experiment demonstrate few significant differences between control, live performance, and holographic performance groups with respect to various outcomes of experiential consumption. Further, we find no significant differences between groups on consumers’ likelihood to watch again, likelihood to recommend the performance, and willingness-to-pay. These findings suggest that, although holographic technology is currently costly, the ability to replicate experiential consumption could be cost efficient in the long-run. We conclude with insights for extending research on holographic experiential consumption.
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© 2016 Academy of Marketing Science
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Ross, S.M., Labrecque, L.I. (2016). We Clapped for the Hologram: Authenticity in Experiential Consumption. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_211
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DOI: https://doi.org/10.1007/978-3-319-11815-4_211
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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