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The Consumption of Performance

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  • Deighton, John

Abstract

This article develops a vocabulary to describe the management of performance and the nature of consumer judgments of staged performance quality. It distinguishes three kinds of performance--contractual, enacted, and dramatistic. While all marketing actions are by nature dramatistic, this article explores how marketing can obscure the traces of dramatism by reframing the performance as contractual or enacted. Alternatively, marketing may seek to emphasize a performance's dramatistic character, selecting among skill, show, thrill, or festive frames. I apply this framework to examine the issue of the quality of performances. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Deighton, John, 1992. "The Consumption of Performance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 362-372, December.
    • Handle: RePEc:oup:jconrs:v:19:y:1992:i:3:p:362-72
    DOI: 10.1086/209307
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    Cited by:

    1. Oliver Michler & Reinhold Decker & Christian Stummer, 2020. "To trust or not to trust smart consumer products: a literature review of trust-building factors," Management Review Quarterly, Springer, vol. 70(3), pages 391-420, August.
    2. Joy, Annamma & Wang, Jeff Jianfeng & Orazi, Davide C. & Yoon, Seyee & LaTour, Kathryn & Peña, Camilo, 2023. "Co-creating affective atmospheres in retail experience," Journal of Retailing, Elsevier, vol. 99(2), pages 297-317.
    3. Selnes, Fred & Gonhaug, Kjell, 2000. "Effects of Supplier Reliability and Benevolence in Business Marketing," Journal of Business Research, Elsevier, vol. 49(3), pages 259-271, September.
    4. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    5. Singh, Sangeeta & Sonnenburg, Stephan, 2012. "Brand Performances in Social Media," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 189-197.
    6. Gainer, Brenda, 1995. "Ritual and relationships: Interpersonal influences on shared consumption," Journal of Business Research, Elsevier, vol. 32(3), pages 253-260, March.
    7. Elodie Jarrier & Dominique Bourgeon-Renault & Maud Derbaix & Christine Petr, 2017. "Narrative transportation scale: Measure development for transmedia experience," Post-Print hal-02139849, HAL.
    8. Weck, Marina & Afanassieva, Marianne, 2023. "Toward the adoption of digital assistive technology: Factors affecting older people's initial trust formation," Telecommunications Policy, Elsevier, vol. 47(2).
    9. Zoher E Shipchandler & Sita C Amba-Rao & John Stanbury, 2001. "Improving Service Delivery in a Globally Competitive Environment," Vision, , vol. 5(2), pages 1-6, July.
    10. Cova, Bernard & Dalli, Daniele, 2009. "Working Consumers: The Next Step in Marketing Theory?," MPRA Paper 36717, University Library of Munich, Germany.
    11. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    12. Hausman, Angela, 2011. "Attribute satisfaction and experiential involvement in evaluations of live musical performance: Theory and managerial implications for services," Journal of Retailing and Consumer Services, Elsevier, vol. 18(3), pages 210-217.
    13. Wesley, Scarlett & LeHew, Melody & Woodside, Arch G., 2006. "Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method," Journal of Business Research, Elsevier, vol. 59(5), pages 535-548, May.
    14. Schau, Hope Jensen & Akaka, Melissa Archpru & Segabinazzi, Rodrigo Costa, 2023. "Localized globalization through structures of common difference and the in-store curation of a glocal retailscape," Journal of Retailing, Elsevier, vol. 99(4), pages 634-653.
    15. Christine Green, B., 2001. "Leveraging Subculture and Identity to Promote Sport Events," Sport Management Review, Elsevier, vol. 4(1), pages 1-19, May.
    16. Alice Sohier, 2011. "Pour une meilleure approche de l'expérience des spectacles vivants : La prise en compte de la perception du rock," Post-Print hal-01885831, HAL.
    17. Goulding, Christina & Saren, Michael, 2016. "Transformation, transcendence, and temporality in theatrical consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 216-223.
    18. Ahmed, Iram & Arnott, David & Dacko, Scott & Wilson, Hugh N., 2022. "Trying on a role: Mentoring, improvisation and social learning in luxury retailing," Journal of Business Research, Elsevier, vol. 144(C), pages 1039-1051.

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