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Critical Opinion as a Tool in the Marketing of Cultural Products: The Experiential Label

Fabrice Larceneux
International Journal of Arts Management
Vol. 3, No. 2 (WINTER 2001), pp. 60-70
Stable URL: http://www.jstor.org/stable/41064724
Page Count: 11
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Critical Opinion as a Tool in the Marketing of Cultural Products: The Experiential Label
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Abstract

This article deals with the concept of the experiential label. This label conveys subjective information provided by an expert (critic) on the quality of the consumptive experience. The purpose of this empirical study was to assess the impact of the experiential label on the market for classical compact discs. The findings were that: (1) experiential labelling has a significant global impact on sales, (2) experiential labelling has a word-of-mouth effect, and (3) four spedfic consumer behaviours are related to perceived self-expertise and the credibility of experiential labelling. Marketing implications are discussed. L'article présente un nouveau concept : le label expérientiel. Ce label transmet une information subjective, émanant d'experts (les critiques), sur la qualité de l'expérience de consommation. Une étude empirique visant à évaluer son impact sur le marché du disque classique a montré que le label a une influence globale significative sur les ventes et qu'il peut susciter le bouche à oreille. Enfin, la recherche a mis en évidence quatre comportements spécifiques face à l'opinion des experts, en fonction de la connaissance que l'on croit avoir de soi et de la crédibilité des labels expérientiels. L'auteur décrit également les implications marketing. La presente investigación introduce un concepto nuevo: el "distintivo experiencial". Esta marca transmite una información subjetiva, procedente de expertos (los críticos), respecto a la calidad de la experiencia de consumo. El propósito de este empírico es evaluar el impacto del distintivo sobre la venta de discos de música clásica, señalando que tiene un impacto global importante sobre las ventas y que puede crear un efecto de propagación de boca en boca. La investigation también destaca cuatro comportamientos espetifieos frente a la crítica, según el grado de pericia que el consumidor percibe tener y la credibilidad de estos distintivos de experiencia. Por último, se presentan los efectos sobre la comertializatión.

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