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Measuring immersion in real time: use of CRDI tool

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  • Aline Degorre

    (TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

Abstract

Immersion became one of the stakes of experiential marketing to improve customer satisfaction in the consumption experience. Its study was mainly made of post-exposure measures both qualitatively and quantitatively. We propose to study the concept of immersion in real time, through the CRDI tool (Continuous Response Digital Interface), to capture the different variations of emotions felt by consumer during the exposure phase. The objective of this study is to present the CRDI tool and its possible application in the field of management science.

Suggested Citation

  • Aline Degorre, 2016. "Measuring immersion in real time: use of CRDI tool," Post-Print hal-02112483, HAL.
    • Handle: RePEc:hal:journl:hal-02112483
    Note: View the original document on HAL open archive server: https://hal.science/hal-02112483
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    References listed on IDEAS

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    1. M. Fornerino & A. Helme-Guizon & D. Gotteland, 2008. "Expériences cinématographiques en état d'immersion : effet sur la satisfaction," Post-Print halshs-00365157, HAL.
    2. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    3. Antonella Carù & Bernard Cova, 2003. "Approche empirique de l'immersion dans l'expérience de consommation: les opérations d'appropriation," Post-Print hal-02020726, HAL.
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