Why Consumption Vision? Understating Consumer Value in Anticipatory Consumption Imaging

Glenn L. Christensen, Brigham Young University
Jerry C. Olson, Penn State University
William T. Ross, Penn State University
EXTENDED ABSTRACT - There is a certain fascination engendered by thoughts about the future. As unrealized, unactualized space, a personal future is an open canvas upon which one may virtually create any kind of mosaic of imagesCa collage of past experiences; wholly novel, imaginative creations; mere extrapolations of present experience; or a rich combinatory mix of such elements. Given the central importance of the imaginative creation of possible consumption futures, the scant attention these mental process have received within the consumption literature is a bit surprising.
[ to cite ]:
Glenn L. Christensen, Jerry C. Olson, and William T. Ross (2004) ,"Why Consumption Vision? Understating Consumer Value in Anticipatory Consumption Imaging", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 130-131.