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).



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Promoting Well-being and Combating Harassment in the Academy

Ekant Veer, University of Canterbury, New Zealand
Zeynep Arsel, Concordia University, Canada
June Cotte, Ivey Business School
Jenna Drenten, Loyola University Chicago, USA
Markus Geisler, York University, Canada
Lauren Gurrieri, RMIT University
Julie L. Ozanne, University of Melbourne, Australia
Nicholas Pendarvis, California State University Los Angeles, USA
Andrea Prothero, University College Dublin
Minita Sanghvi, Skidmore College
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Stacy Wood, North Carolina State University

Read More

Featured

I5. Take That Mirror Away From me! Clothing Consumption by the Elderly and the Self-identity of the Young

Daniela Ferreira, Federal University of Rio de Janeiro

Read More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, 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.