Jessica Darveau

Laval University | ULAVAL · Department of Marketing

This research explores spiritual aspects that are at play in the transition to a zero-waste lifestyle. Drawing from 35 in-depth interviews with customers of zero-waste grocery stores, it uncovers the spiritual journey that characterizes the commitment to a lifestyle that requires considerable efforts but that is precisely valued for it.

During the last three decades, the concept of liminality has been used by consumer researchers to examine consumption‐related phenomena associated with ambiguous transitions and meaningful transformative events. Inspired by the richness of this concept, researchers have continuously applied and extended the theoretical lens it affords to new and em...

La situation actuelle due à la pandémie de COVID-19 offre aux entreprises l’opportunité d’établir une relation de proximité avec les consommateurs. En utilisant la communication responsable, elles peuvent se positionner favorablement dans l’esprit des consommateurs. Comment y parvenir?

Abstract—In this study we analyze the concept of software project resistance by focusing on its nature, its object, and its stage of development. We show that a proper understanding of these key aspects of resistance would help project managers choose the most effective strategies for overcoming it. More specifically, we highlight four archetypical...

Necro-advertising refers to the use of deceased celebrities in advertising. This practice offers unique advantages to brands that seek to benefit from positive associations with timeless celebrities at a more affordable cost than celebrity endorsement. Nevertheless, how consumers actually respond to the use of deceased celebrities in advertising re...

As illustrated by the worldwide advertising spending of about $23 billion on social media sites in 2015, companies massively target consumers on social media sites (e-Marketer, 2015). Dead celebrities’ pages are sometimes composed of several millions of members (eg, Michael Jackson’s has 76 million fans, Paul Walker’s 45 million, and Whitney Housto...

It is now common for consumers to mourn and commemorate deceased celebrities on social networking sites (SNS). In addition to grieving messages, however, celebrities' posthumous SNS increasingly include promotional content; late celebrities, from Marilyn Monroe to David Bowie, regularly tweet or post promotional messages from the afterlife. The aim...

This study adopts appropriation theory to examine the role of film in tourist experiences. Specifically, it analyzes how tourists draw on and manipulate movies and TV programs to construct immersive experiences. Depth interviews reveal how consumers engage in nesting, investigating, and stamping operations in order to reduce the physical, mental, a...

With the growing presence of death in social media, consumers are becoming more familiar with the posthumous representations of individuals, including celebrities. While marketing communication practices are usually expected on social media, how consumers are responding to those in a post-mortem environment remains undertheorized. Using celebrities...

Within the arts and culture sector, bundling is a commonly used strategy that consists in marketing a combination of products in a single package. Drawing from current examples in the arts and culture industry, the study presented in this article examines how different bundling strategies affect consumer decisions and perceptions. An experiment was...

The aim of this empirical study was to shed light on the phenomenon of crowdfunding, particularly with respect to the cultural and creative economy. The results highlight the relationship between donors, entrepreneurs and the crowdfunding platform in the performing arts. Data from 875 theatre projects that had successful crowdfunding campaigns on t...

This paper introduces the uncanny as a theoretical lens to understand consumption tensions as embodied experiences of a destabilizing doubt or uncertainty. Up until now, tensions have mostly been explored from a cognitive perspective that calls for resolution or as a postmodern perspective which suggests that an experience is entirely comfortable f...