Encouraging appropriation: immersion as a strategy to enhance the online video, watching experience appraisal
El Bouchikhi, Yassine (2019), Encouraging appropriation: immersion as a strategy to enhance the online video, watching experience appraisal, in Ramos Silva, Joachim; Pawlicz, Adam; Baghel, Richa, Conference Proceedings - MIRDEC - 13th International Academic Conference, Masters International R&D (MIRDEC), p. 61
TypeCommunication / Conférence
Conference titleMIRDEC – 13thInternational Academic Conference
Book titleConference Proceedings - MIRDEC - 13th International Academic Conference
Book authorRamos Silva, Joachim; Pawlicz, Adam; Baghel, Richa
Number of pages63
MetadataShow full item record
Author(s)El Bouchikhi, Yassine
Dauphine Recherches en Management [DRM]
Abstract (EN)To set up successful experiences, academics and managers need to identify and promote the “positive” experiential trajectories that lead to the enjoyable experiences such as flow states, presence, or immersion, and limit “negative” processes such as hedonic adaptation (HA) (Carù & Cova, 2007; Hoffman & Novak, 2009). Hedonic adaptation is psychological mechanism that occurs following prolonged exposure to a stimulus (Alba & Williams, 2013; Bao & Lyubomirsky, 2012). This process is often inferred, or measured with physiological apparatus like galvanic skin response (GSR) (Brechman, Bellman, Robinson, Rask, & Varan, 2016) but to our knowledge there is currently no measurement scale for hedonic adaptation despite its importance, most of the papers remain conceptual only. In this article, we distinguish between two types of digital contents: (a) contents with a narrative structure (ie: presence of storytelling like films), and (b) contents with non-a narrative structure (ie: rhetorical and information based, like documentaries). The literature suggests that both these contents can be negatively affected by the hedonic adaptation (HA). In this paper, we first propose a conceptualization for this concept and demonstrate through two empirical studies the reliable psychometric properties of the new developed (HA) measurement instrument. In the second part of this paper, we demonstrate that consumers prefer longer contents with a narrative structure (ie: based on storytelling), and shorter ones when they are rhetorical because of the hedonic adaptation.
Subjects / KeywordsHedonic Adaptation; narrative content; video; experience appraisal; M30, M31, M39
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