Abstract
This article develops a vocabulary to describe the management of performance and the nature of consumer judgments of staged performance quality. It distinguishes three kinds of performance--contractual, enacted, and dramatistic. While all marketing actions are by nature dramatistic, this article explores how marketing can obscure the traces of dramatism by reframing the performance as contractual or enacted. Alternatively, marketing may seek to emphasize a performance's dramatistic character, selecting among skill, show, thrill, or festive frames. I apply this framework to examine the issue of the quality of performances. Copyright 1992 by the University of Chicago.
Keywords
Cognitive reframingQuality (philosophy)MarketingConsumption (sociology)VocabularyAdvertisingBusinessPsychologySociologySocial psychologyLinguisticsEpistemologySocial science
Related Publications
Price, brand name, and product composition characteristics as determinants of perceived quality.
While price and brand image have both been found to be determiners of product quality perception, the potency of these two cues has never been directly compared. Moreover, those...
Assessing Measurement Invariance in Cross‐National Consumer Research
Assessing the applicability of frameworks developed in one country to other countries is an important step in establishing the generalizability of consumer behavior theories. In...
A Conceptual Model of Service Quality and Its Implications for Future Research
The attainment of quality in products and services has become a pivotal concern of the 1980s. While quality in tangible goods has been described and measured by marketers, quali...
Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations
This article focuses on memory-based choice situations where changes in a brand's accessibility may affect the probability that it is retrieved and considered for choice. In suc...
Grounded theory, ethnography and phenomenology
Purpose The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in ord...
Publication Info
- Year
- 1992
- Type
- article
- Volume
- 19
- Issue
- 3
- Pages
- 362-362
- Citations
- 356
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
356
OpenAlex
Cite This
John Deighton
(1992).
The Consumption of Performance.
Journal of Consumer Research
, 19
(3)
, 362-362.
https://doi.org/10.1086/209307
Identifiers
- DOI
- 10.1086/209307