Never Tickle a Sleeping Booklover: How Readers Devour Harry Potter

Anthony Patterson, University of Liverpool, UK
Stephen Brown, University of Ulster, UK
With 400 million copies of her books in print, J.K. Rowling’s Harry Potter series has turned an entire iGeneration on to the old-fashioned pleasures of reading “proper” novels. But how do her readers read the holy writ? Detailed analysis of a Harry Potter database, consisting of several hundred qualitative interviews, suggests that there are four Rowling reading styles: Gryffindor (enthusiastically competitive); Slytherin (unhealthily compulsive); Ravenclaw (forensically critical); and Hufflepuff (comfortably numb). After considering these magical reading modes, the paper compares them to G.P. Stone’s classic typology of consumer behavior.
[ to cite ]:
Anthony Patterson and Stephen Brown (2009) ,"Never Tickle a Sleeping Booklover: How Readers Devour Harry Potter", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 188-189.