Bookcrossed Lovers: Consumers and Their Relationships With Books

Very few studies explore how readers feel about their books and how their involvement with books affects their lives. Following Fournier’s (1998) study on the relationships between consumers and brands, this paper explores the diverse relationships between readers and their books. This study draws on book lovers’ experiences of BookCrossing.com; a website that encourages and facilities the circulation of secondhand books on a global basis. The research is based on a netnographic investigation which includes six months of observation and participant observation in the BookCrossing community.



Citation:

Pauline Maclaran and Rosalind Masterson (2009) ,"Bookcrossed Lovers: Consumers and Their Relationships With Books", 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

Pauline Maclaran, Keele University, UK
Rosalind Masterson, DeMontfort University, UK



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

Read More

Featured

Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change

Juliana Schroeder, University of California Berkeley, USA

Read More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

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.