The Mask We Wear: Consumer Escapism Through Cosplay

Jacob Hiler, Louisiana State University, USA
Andrew Kuo, Louisiana State University, USA
This research explores the antecedents, process, and outcomes of consumer escapism in the context of cosplay and discusses escapism’s place alongside other related constructs such as flow & fantasy. Videographic observations were made and 25 interviews were conducted with cosplayers at three different cons in early 2014.
[ to cite ]:
Jacob Hiler and Andrew Kuo (2014) ,"The Mask We Wear: Consumer Escapism Through Cosplay", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 757-757.