Abstract

VELANDIA-GRANADOS, Diego Alejandro  and  CARMENZA SIERRA-PUENTES, Myriam. The Hedonic and the Ostental Exhibition in Paid Music Festivals. NTQR [online]. 2021, vol.9, pp.135-143.  Epub Dec 20, 2021. ISSN 2184-7770.  https://doi.org/10.36367/ntqr.9.2021.135-143.

The main objective of this study is: To identify the ostentatious and hedonic exhibitionist practices in a paid music festival in Bogotá Colombia. Through a qualitative research, with multiple triangulation, information was collected with 12 interviews, a triad of attendees, nine observations, 20 web articles and 81 photographs. Grounded theory was used for the analysis, which reveals the emotions that emerge from friendship, happiness and euphoria, aspects of enjoyment, desires and dreams fulfilled essentially induced by artists, hedonic components that contribute to the experience and sensory stimulation (spaces, lights, sound, among others); in addition to the choice of clothing as the main mechanism to arouse notoriety, prestige and approval, in the context of the event as a social gathering.

Keywords : Consumer Psychology; Music Festival; Hedonic Consumption; Conspicuous Consumption..

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