Craftsmen of Art, and Their Craft: The Experience of Authenticity and Its Materialization in the Places Where Craftspeople and Enlightened Clients Meet

Michelle Bergadaà

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Crafts, Textile, and Design Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

This study was conducted at the request of a French city interested in promoting artistic craftspeople in order to attract enlightened clients. Using naturalistic enquiry, we conducted in-depth interviews with craftspeople and enlightened clients and performed two content analyses. The first, structuralist in nature, made it possible to define the “experience of authenticity” that craftspeople share with their customers. The second, phenomenological in nature, made it possible to understand how this experience is (or is not) cultivated in two traditional meeting places: workshops and public exhibitions. The article concludes by putting our definition of the experience of authenticity in context based on both the fundamental propositions put forward by Peirce and the principal propositions that currently define the field of marketing.

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References

1985Naturalistic inquiry 1968Studies in Ethnomethodology.1988Possessions and the Extended Self 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 2001Brand Community 2005Consumer Culture Theory (CCT): Twenty Years of Research 2010Strategies of Qualitative Inquiry

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2020Luxury marketing in social media: the role of social distance in a craftsmanship video 2021The perspective of artisan vendors' resilience, dedication to product authenticity, and the role of marketing and community: 21st century 2026An investigation into the development of traditional Indian textile designs for new markets, with specific focus on the ajrakh block printing of Gujarat

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