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Rsum de thse

Universit de Bourgogne UFR Science Economique et de Gestion

LABORATOIRE DECONOMIE ET DE GESTION


Universit de Bourgogne & CNRS UMR 5118 Centre de Recherche en Marketing de Bourgogne (CERMAB)

Lexprience de consommation : exploration conceptuelle, mthodologique et stratgique.

Thse
prsente en vue de lobtention du Doctorat de lUniversit de Bourgogne en Sciences de Gestion par

Claire ROEDERER
sous la direction de Marc FILSER

soutenue publiquement le 27 novembre 2008

Rsum
Sinscrivant au cur de linteraction personne-objet-situation (Punj et Stewart, 1983), cette recherche teste qualitativement et quantitativement trois dimensions de lexprience de consommation. La thse semploie aborder lexprience en croisant diffrentes voies mthodologiques. Le volant qualitatif repose sur une dmarche exprimentale sintressant aux reprsentations sociales de lexprience et recourant la mthode des triades de Kelly (1955) et une dmarche desprit phnomnologique construite autour de rcits individuels dexprience. Le volant quantitatif propose la construction dune chelle de mesure de lexprience et permet de comparer les trois schmas doffre de la typologie de Car et Cova (2007), (consumerdriven, co-driven, company-driven). Les rsultats montrent que lexprience possde trois dimensions dcontextualises qui structurent le souvenir que lindividu en conserve: une dimension hdonico-sensorielle, une dimension rhtorique socioculturelle et une dimension rapport au temps. Appliques deux univers de consommation et trois types dexpriences correspondant aux catgories proposes par Car et Cova (2007), ces dimensions permettent dtablir des profils doffre et peuvent tre envisages comme des leviers daction pour tablir ou restaurer lavantage concurrentiel commercial dune offre dexprience. Mots-cls : Comportement du consommateur - Exprience de consommation - Marketing exprientiel Dimensions de lexprience.

Abstract
This research is based on the assumption that a consumption experience consists in an interaction between a person and an object in a given situation (Punj and Stewart, 1983). It tests in a qualitative and quantitative manner, three dimensions of a consumption experience. The qualitative part relies on an experimental procedure using Kellys repertory grids (1955) and a phenomenological approach based on individual accounts of experiences. The quantitative part proposes an experience measurement scale with the comparison of different patterns of offer corresponding to Car and Covas typology (2007), (consumerdriven, co-driven, company-driven experiences). The results reveal that an experience has three dimensions, irrespective of the context, which structure the individuals memory of the experience. The first dimension is pleasure related and has been called the hedonico-sensorial dimension. The second is the sociocultural rhetoric dimension and explains what the experience reveals about the individual. The third relates to the control that an individual can have on the experience time. When applied to the two fields of consumption and experiences corresponding to Car and Covas typology (2007), these dimensions can be used to establish patterns of offer and can be considered as levers for action to create or strengthen a competitive edge attached to an experience offer. Keywords : Consumer Behavior - Consumption experience- Experiential marketing - Dimensions of an experience.