Driven By Devotion - How Consumers Interact With Their Objects of Devotion

Elisabeth A. Pichler, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck, Austria
Taking Belk and Coon (1993) and recent criticism by Bajde (2006) as starting points, we develop an other-related view of consumer-object relationships. By exploring acts of devotion in the light of the dialectics of self and other, this article draws attention to so far neglected consumer behaviors and their meaning in relation with objects of devotion. The objectives of the article are, first, to further examine consumer acts motivated by high emotionality as in the case of consumer devotion, and second, to challenge the usefulness of a one-sided self-centered perspective with regards to consumer-object relationships.
[ to cite ]:
Elisabeth A. Pichler and Andrea Hemetsberger (2008) ,"Driven By Devotion - How Consumers Interact With Their Objects of Devotion", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 439-444.