Alternative Consumption Experiences Via Imaginative Fantasy Creation

Kimberley Mosher, Queens University, Canada
Peter A. Dacin, Queens University, Canada
In an exploratory study employing open-ended questions, we examined the extent to which consumers who believe an item or experience is unattainable, engage in imaginative fantasies to substitute for actual consumption and whether these fantasies result in benefits similar to actual consumption such as excitement and a sense of accomplishment.
[ to cite ]:
Kimberley Mosher and Peter A. Dacin (2016) ,"Alternative Consumption Experiences Via Imaginative Fantasy Creation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 564-564.