Consuming Violence: the Lived Experience

Products and services that appeal to consumers through violence are widespread (e.g. violent video games, movies, musical lyrics, sports). Yet despite the prevalence of the consumption of violence, marketing research has largely neglected questions regarding the consumer side of consuming violence: why violence sells and what the consumption of violence means to consumers. To uncover participants’ feelings and meanings surrounding the consumption of violence this study uses the projective technique of collage creation. Preliminary analysis of collages is discussed.


Hillary Leonard and Julianne Cabusas (2009) ,"Consuming Violence: the Lived Experience", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 842-842.


Hillary Leonard, University of Rhode Island, USA
Julianne Cabusas, University of Rhode Island, USA


NA - Advances in Consumer Research Volume 36 | 2009

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