Sustained Consumer Fascination

Canan Corus, Virginia Tech, USA
While product involvement is a central concept used to define intense product-consumer interactions, recent researchers are contributing new constructs to better understand highly engaged brand relationships. In this study, the concept of sustained consumer fascination is introduced to help understand the intense and enduring relationships that arise among consumers and consumption activities. Based on online gardening diaries and in-depth interviews with avid gardeners, we propose that the concept of sustained consumer fascination is composed of surprise, creative engagement, restorative escape, and insight.
[ to cite ]:
Canan Corus (2007) ,"Sustained Consumer Fascination", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 679.