Curling Up and Reaching Out: Meanings and Motivations For Passionate Readers

Although reading increasingly competes and is complemented by other entertainment activities, many consumers regard reading as one of their most cherished everyday activities. Our study, based on depth interviews with 15 self-identified adult passionate readers, explores the benefits these consumers derive from their hobby, and the ways they co-create and incorporate reading activities into their lives. We find that for passionate readers, this “passive” hobby contains many more active components than the passive nature of reading implies (e.g., by fostering book clubs, reading lists, actively becoming market mavens in the area of reading).


Cele Otnes and Behice Ece Ilhan (2009) ,"Curling Up and Reaching Out: Meanings and Motivations For Passionate Readers", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 188-189.


Cele Otnes, University of Illinois at Urbana-Champaign, USA
Behice Ece Ilhan, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 36 | 2009

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