« Au boulot, cher client ! » Une approche interprétative de la participation ordinaire du consommateur

Ordering train tickets on Internet, building up furniture or self-scanning products in the cart...Consumers’ participation in the different phases of product or service production process is developing under various forms, from ordinary to more creative ones. Through 24 qualitative interviews, the present research investigates for the first time consumers’ perception of ordinary participation. The authors identify and discuss five participation schemes and question consumers’ critical capacity regarding the merchant system and its evolution.