Hierarchicality in Consumption Visons: Imagic Anticipation and Dynamics Within the Goal Structure

We posit that the phenomenology or lived-experience of a consumer goal is a consumption vision (i.e. an anticipatory mental image of future product use). If this conceptualization holds, we should theoretically expect to find the well-established aspects of goals evident in consumption visions—including hierarchical structure. We conducted a diary study where consumers recorded the anticipatory consumption images they experienced over the course of a week. As theoretically anticipated, we found support in the diary data for the contention that consumer goals are consumption visions and that they naturally exhibit hierarchicality. Through the analysis of these data, an emergent dynamic in the flow of visioning across the goal structure became apparent. We present this two-step flow of consumption imaging and describe its roll in these consumers’ decision making.


Glenn L. Christensen, William T. Ross, and Jerry C. Olson (2005) ,"Hierarchicality in Consumption Visons: Imagic Anticipation and Dynamics Within the Goal Structure", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 584-587.


Glenn L. Christensen, Marriott School of Management, Brigham Young University
William T. Ross, The Pennsylvania State University
Jerry C. Olson, The Pennsylvania State University


E - European Advances in Consumer Research Volume 7 | 2005

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