Le dimensioni esperienziali e cognitive degli eventi culturali

The concept of experience declined in marketing research and consumer behaviour has been facing for increasing interest in literature (Holbrook and Hirschman 1982; Holbrook 1995; Addis 2005; Arnould, Thompson 2005, Belk, Sherry 2007). In their experiential perspective Holbrook and Hirschman show that the system response to stimuli is composed of three aspects, cognitive, emotional and behavior (Hirschman, Holbrook 1982, Holbrook and Hirschman 1982): a) the first relates to matters arising from the subconscious, from 'imagination, fantasies and desires that occur during the consumption process; b) the second includes emotions and feelings (love, hate, fear, joy, excitement, anxiety, pride, boredom, shame) that expand the field investigation of emotional c) finally, the behaviour is related to the experiences of living, the use of the product and related activities, and its consequences should be considered in terms of fun or otherwise, of sensations experienced by the consumer regardless (exclusively) to the utilitarian aspects. The present work aims to identify, describe and interpret the dimensions of "culture" of the concept of consumer experience. Starting from the episode of the facsimile of The Marriage of Cana, placed in the architectural context of the refectory of San Giorgio Maggiore in Venice, where the original was designed and built, it shows how sensitive they are, from a logical point of view and operational, the "discourse" of management related to an experience of art consumption (Carù, Cova 2003; Collodi 2009). § 2, the method introduces the episode of "Miracle at Cana" and the words of further reasoning, based on this particular project / cultural event in terms of solution offering and experience of the public. § 3 shows the theoretical framework within which takes effect the proposal to investigate the dimensions of consumer art. § 4 is a kind of "investigation" in the form of circumstantial reconstruction, the size of analysis "emerging" from the episode of The Marriage of Cana-specific. Finally, the findings link the hypothesized rules relating to the results from the survey started, and the case investigated.