Maud Derbaix

Selling the invisible to create an authentic experience: imagination at work at Cézanne’s studio

ABSTRACT The purpose of this exploratory research is to understand how visiting a particular heritage-based attraction, Cézanne’s studio in Aix-en-Provence – an almost empty place in which Cézanne painted his major works – becomes an authentic experience through consumer’s imaginative processes. Thirty-three semi-directive in-depth interviews were conducted at Cézanne’s studio at the end of attendees’ visits. Content analysis led to identifying key themes that describe how imagination at work during the visit creates an authentic experience. More specifically, results show that material dimensions (e.g. the studio setting, familiar objects, and guides) mixed with immaterial dimensions (e.g. Cézanne’s aura, stories, and atmosphere) facilitate consumers’ imagination through immersion, embodiment, and narrative transportation. The paradox of creating authenticity from nothing – the invisible – through imagination is then developed.

Generational Concerts: In Quest of Authenticity?

The purpose of this research is to assess the relationship between perceived authenticity and perceived value. “Generational concerts” - built on memories - seem particularly suited to study this relationship. After a literature review of four central constructs (authenticity, value, nostalgia and generation) and four pilot studies, 404 persons - having attended such concerts - were questioned. The statistical analysis of their answers clearly shows that perceived authenticity (through its projection and singularity dimensions) does impact on the perceived value (through its hedonic and social link dimensions). This is the core contribution of this research. The mediating role of perceived value, as well as the moderating role of nostalgia proneness, are assessed. Finally, limits, alternative research perspectives, managerial implications and transferability issues are discussed.