Our study provides insight on the workings of consumer imagination in storyscapes, consumption spaces where narratives are produced and become the focal object of consumption. We unpack consumer imagination at Gettysburg, where consumers imaginatively reconstruct the master narrative of the American Civil war. As opposed to the static concept of mental imagery, we suggest a dynamic, holistic, and multi-sensory concept of narrative imagination. We view consumer imagination not as a restrictive concept located in individual minds, but as a collective enactment of master narratives. Within the Gettysburg commercial space, consumers’ narrative imagination is ideologically loaded, contested, and negotiated.
Athinodoros Chronis (2011) ,"Narrative Imagination", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 447.
Athinodoros Chronis, California State University, USA
E - European Advances in Consumer Research Volume 9 | 2011
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