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Co-construction and Performancescapes

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Gulnur Tumbat

Contribution Title

Co-construction and Performancescapes


Journal of Consumer Behavior


Russell W. Belk




While prior literature has emphasized participants' co-construction mostly in terms of symbolic, oral, or emotional aspects of the experience, there has not been much attention paid to potential concerns around success, failure, strategies, risk, dependence, and competition involved. This article, building on the existing body of research, aims to fill this gap by introducing the notion of performancescapes to better understand such issues involving participant performances in the co-construction of marketplace experiences. Performances have the character of being an accomplishment involving an interactive quality and an element of risk (Schieffelin, 1998). Highlighting competencies and effectiveness rather than just meaning enables us to concentrate on issues of success, failure, and risk. It is not uncommon to examine the marketer side of marketplace performances, but the customer side is generally neglected, given short shrift, or assumed to be more passive. We maintain that the performative competence of consumers can be as significant as that of marketers or service providers. Accordingly, this paper explores the specific ways in which service providers and clients participate in a marketplace stage as a performancescape in order to have a successful co-constructed performance.

Complete Citation

Tumbat, G


See Faculty: Gulnur Tumbat

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