The representations or copies that replace the original, blurring the distinction between reality and its imitation, often leading to the perceived significance of the simulation over the actual object or concept it represents.
Published in Chapter:
Unleashing the Déjà Rêvé Effect in Marketing: Empowering Customer Realities
Copyright: © 2024
|Pages: 33
DOI: 10.4018/979-8-3693-1594-1.ch007
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.