'Hopelessly Devoted to You' - Towards an Extended Conceptualization of Consumer Devotion

Elisabeth A. Pichler, University of Innsbruck, Austria, Europe
Andrea Hemetsberger, University of Innsbruck, Austria, Europe
This article seeks to enhance understanding of consumer devotion through an extended, elaborate conceptualization of the concept. It draws on the extant literature on devotion as well as related concepts in consumer behavior, and adds psychological and theological insights. A synthesis carves out the psychological functionality of devotion, its emotional characteristics, and acts of devotion. We develop a tripartite view of devotion consisting of passion, intimacy, and dedication. Finally, implications for future theorizing and research are drawn.
[ to cite ]:
Elisabeth A. Pichler and Andrea Hemetsberger (2007) ,"'Hopelessly Devoted to You' - Towards an Extended Conceptualization of Consumer Devotion", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 194-199.