Consumer Transformations: a Hero's Journey

Consumers seek to transform themselves, moving from one state of being into another. In many cases, the consumer simply modifies a particular body part or modifies an activity in order to make a change; however, we approach consumer transformations as a much more intense activity that consumers experience physically, mentally, and spiritually, leaving them, in their own words, “a completely different person.” Our research examines the consumer transformation phenomenon within the context of gastric bypass surgery. We find that consumers who transform themselves do so in a pattern that appears to follow the hero’s journey as developed by Campbell (1968).


Aubrey Fowler III and Courtney Droms (2010) ,"Consumer Transformations: a Hero's Journey", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 800-801 .


Aubrey Fowler III, Valdosta State University, USA
Courtney Droms, Valdosta State University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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