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L'acheteur, un excellent storyteller : Le cas de l'acheteur de produits monastiques

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  • Marie-Catherine Husson Paquier

    (EBS Paris - European Business School Paris, LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM])

  • Sophie Morin-Delerm

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM], UP11 - Université Paris-Sud - Paris 11)

Abstract

Animés par des logiques antagonistes, comment offreurs monastiques silencieux et consom-mateurs laïcs peuvent-il partager un storytelling commun? Afin de mettre en correspondance le discours de la marque collective Monastic avec l'interprétation qu'en font les acheteurs de produits monastiques, nous cadrons le questionnement par la Narrative Transportation Theory, et déployons un design ethnographique en immersion dans l'écosystème monastique français. Les résultats montrent que, face à une marque silencieuse, les acheteurs sont d'excellents storytellers, grâce à la rémanence des archétypes médiévaux qui nourrissent leur imagination. En proposant le concept d'hypo-réalité, nous prenons le contrepied de l'hyper-réalité généralement pratiquée en storytelling.

Suggested Citation

  • Marie-Catherine Husson Paquier & Sophie Morin-Delerm, 2017. "L'acheteur, un excellent storyteller : Le cas de l'acheteur de produits monastiques," Post-Print hal-03693982, HAL.
    • Handle: RePEc:hal:journl:hal-03693982
    Note: View the original document on HAL open archive server: https://hal.science/hal-03693982
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    References listed on IDEAS

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