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EMAC 2021 Annual Conference

Determinants of the perceived quality of a creative experience in a group context: The case of Cultura’s thematic creative workshops for adults

Published: May 25, 2021


Mehdi Elmoukhliss, Toulouse School of Management; Vellera Cyrielle, Toulouse School of Management; Emmanuelle Le Nagard, ESSEC Business School


Retailers use group creativity activities to educate consumers about their products, or to build consumer loyalty by providing a positive and entertaining experience. However, little is known about the determinants of the quality of the creative experience in this context. To identify them, we conducted a series of qualitative interviews with clients who participate in these activities, based on the self-determination theory. Our results contribute to the marketing literature by showing that the group plays a central role in the perceived quality of the experience, particularly through mutual help, constructive criticism, inspiration, friendliness, and the building of self-confidence. These results complement those of Dahl and Moreau (2007) and have important managerial implications.