ABSTRACT
KEY POINTS
A hedonic consumption experience is a specific kind of consumption experience.
A hedonic experience arouses emotional, sensorial, imaginal, and cognitive consumer's responses.
Live performances are peculiar hedonic experiences because of audience participation and artist-audience interaction.
Every performance can be considered as a system of signs that can arouse emotions, sensations, imagination, and perceptions in different ways.
In a rock concert, the system of signs combines purely technical aspects of the performance with the role of the artists and the atmosphere.
