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.
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: .
Lien-Ti Bei, National Chengchi University, Taiwan
Kang-Ning Xia, National Chengchi University, Taiwan
NA - Advances in Consumer Research Volume 35 | 2008
Ritual Scholarship in Marketing: Past, Present and Future
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
Immigration, Abortion, and Gay Marriage – Oh My!
TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA