Consuming Metaphors: Being a Consmer

So common is our experience as consumers, that we use it as an analogy for understanding a wide array of other experiences. When we use analogies of consumers, what is the consumer experience we are invoking? This study uses collages to discover the meanings and feelings participants experience as consumers. Preliminary analysis suggests that participants feel conflicted by their experience as consumers. On one hand they demonstrate a sense of control and empowering expertise. But enjoyment is tempered by feelings of being trapped by pervasive marketing messages encouraging them to behave in ways counter to their best interests.


Hillary Leonard (2011) ,"Consuming Metaphors: Being a Consmer", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 628-629.


Hillary Leonard, University of Rhode Island, USA


E - European Advances in Consumer Research Volume 9 | 2011

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