Consumer Fantasy and Fantasy Consumption

This study tried to investigate the nature of the fantasy consumption, the relationship between fantasies and consumption, and the dynamics for the occurrence of fantasy consumption. This study used qualitative and interpretive methods. Twenty depth interviews were adopted. The findings showed that self-concept is a critical factor that influences the carrying out of the fantasy. In addition, it is found that fantasy doesn’t always translate into purchase of fantasized items; sometimes consumers opt for alternative solutions. Accordingly, there are three kinds of fantasy products: 1.elaborate the fantasy, 2.realize the fantasy step by step, 3.achieve the feelings without realizing the fantasy.



Citation:

Lien-Ti Bei and Kang-Ning Xia (2008) ,"Consumer Fantasy and Fantasy Consumption", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Lien-Ti Bei, National Chengchi University, Taiwan
Kang-Ning Xia, National Chengchi University, Taiwan



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

L6. The Influence of Social Exclusion on Consumers’ Perceptions of and Responses to Consumer-Dense Retail Environments

Veronica Thomas, Towson University
Christina Saenger, Youngstown State University

Read More

Featured

F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

Read More

Featured

J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip

Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, 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.