Following the Byzantine Narrative: Consumer Participation in Storyscapes

Anchored on the theoretical domain of the narrative paradigm, this paper draws attention to consumers’ role in the commercial storytelling process by introducing the concept of “following the narrative” and elaborating on the nuanced ways in which consumers follow the narrative in storyscapes: filling narrative gaps, comparing, re-contextualizing, and imagining.


Athinodoros Chronis (2013) ,"Following the Byzantine Narrative: Consumer Participation in Storyscapes", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 186-189.


Athinodoros Chronis, California State University, USA


E - European Advances in Consumer Research Volume 10 | 2013

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