Unleashing the Déjà Rêvé Effect in Marketing: Empowering Customer Realities

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Author(s): Fatih Sahin (Bandirma Onyedi Eylul University, Turkey)
Copyright: 2024
Pages: 33
Source title: Navigating the Shifting Landscape of Consumer Behavior
Source Author(s)/Editor(s): Fatih Sahin (Bandirma Onyedi Eylul University, Turkey)and Cevat Soylemez (Kutahya Dumlupinar University, Turkey)
DOI: 10.4018/979-8-3693-1594-1.ch007

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Déjà rêvé, subjective sensation of re-experiencing a past dream, is a key concept in marketing. It involves the sensation of déjà vu, blurring the lines between reality and representation. The concept of simulacra, where replicas surpass their original sources, challenges the conventional understanding of reality. The metaverse, a concept that integrates digital experiences, raises concerns about the replacement of genuine reality with simulated ones. The convergence of VR, postmodernism, and innovative marketing strategies has reshaped how individuals interact with technology and perceive reality. The integration of VR and AR technologies with postmodern influences has led to immersive experiences that evoke a sense of déjà rêvé, blurring the boundaries between reality and the virtual world. This immersive experience can blur the boundaries between digital identities and real-life experiences, offering marketers a unique opportunity to engage with consumers authentically. By leveraging technologies, marketers can create familiarity, personalization, engagement, and consumer value.

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