The Attraction of Ephemeral Experiences - a Phenomenological Study on Consumers’ Experiences in Pop-Up Stores
!! ! ! ! ! ! Department of Business Administration FEKN90, Business Administration Examensarbete på Civilekonomprogrammet Spring 2015 ! ! ! ! ! Pop-up Stores: The Attraction of Ephemeral Experiences - A phenomenological study on consumers’ experiences in pop-up stores ! ! Authors Annie Holmgren Sofia Olofsson Supervisor Jon Bertilsson ABSTRACT Title Pop-up stores: The Attraction of Ephemeral Experiences - A phenomenological study on consumers’ experiences in pop-up stores Seminar date 2015-05-27 Course FEKN90, Masters Thesis, 30 ECTS Authors Annie Holmgren & Sofia Olofsson Advisor Jon Bertilsson Keywords pop-up stores, consumer experiences, ephemeral; experiential marketing, consumption culture Purpose The purpose of this paper is to contribute with a new understanding of pop-up stores through a phenomenological perspective by examining how consumers experience pop-up stores. This can add a new dimension to what makes a pop-up store a unique attraction point for consumers. This study also aims to look at a micro and macro perspective to better understand how this phenomenon links to and is shaped by macro level trends of the contemporary consumer culture. Methodology Given the purpose and aim of the report, a qualitative method design with a multi-site study has been chosen. Semi-structured interviews with a phenomenological design have been conducted, in combination with participant observations. By using an abductive approach the empirical data was interpreted and analyzed together with existing theories to discover various patterns. Theoretical perspective Postmodernism & the ephemeral culture, Romanticism, Pseudo-events, Experiences; Consumers’ consumption experiences, Experiential marketing, Experience of environment & interaction Empirical foundation Qualitative interviews have been conducted with consumers visiting pop-up stores in New York City, in combination with observations.
[Show full text]