ABSTRACT
The so-called postmodern society is in an ideological break with the modern values of progress, linearity, evolution towards a better world of collective utopias, of the power of science. In the context of postmodernity, the act of consumption is oriented towards a logic of self-reflection, of personal accomplishment or of a means of forging social bonds. Postmodern consumers are becoming more sceptical and critical and less influenced by branded messages. Indeed, they challenge demands and habits deriving from hierarchical structures. As the modern consumer no longer reacts to brand proposals in a formatted way, the latter modifies their offering and retail conceptualization. Today’s physical stores seem more like meeting places that individuals, residents, neighbours and friends enjoy. Information is a significant factor in the customer decision- making process. Immersion is one of the key elements of consumer-brand engagement and can be explained in retail contexts as being fully engrossed in the task of purchase.
