Extending the dramaturgical framework in marketing: Drama structure, drama interaction and drama content in shopping experiences

Abstract

Abstract The dramaturgical framework in marketing provides a rich theoretical framework for understanding shopping experiences. The purpose of this paper is to extend the current dramaturgical framework on shopping experiences by distinguishing between drama structure, drama interaction and drama content. The extended dramaturgical framework provides a more comprehensive understanding of the ways in which cultural resources, active consumer agency and formal components of shopping performances contribute to shopping experiences. Copyright © 2005 John Wiley & Sons, Ltd.