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

Share Proceeding

Featured papers

See More


Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More


The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More


Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.