Consumer Fantasy and Fantasy Consumption

Lien-Ti Bei, National Chengchi University, Taiwan
Kang-Ning Xia, National Chengchi University, Taiwan
This study tried to investigate the nature of the fantasy consumption, the relationship between fantasies and consumption, and the dynamics for the occurrence of fantasy consumption. This study used qualitative and interpretive methods. Twenty depth interviews were adopted. The findings showed that self-concept is a critical factor that influences the carrying out of the fantasy. In addition, it is found that fantasy doesn’t always translate into purchase of fantasized items; sometimes consumers opt for alternative solutions. Accordingly, there are three kinds of fantasy products: 1.elaborate the fantasy, 2.realize the fantasy step by step, 3.achieve the feelings without realizing the fantasy.
[ to cite ]:
Lien-Ti Bei and Kang-Ning Xia (2008) ,"Consumer Fantasy and Fantasy Consumption", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research.