Portals of Transformation in Consumer Experiences

Passages between worlds are ubiquitous in postmodern consumer experiences, yet consumer research gives little formal attention to portal characteristics. By examining marketing’s use of fantasy portals in dialogue with literary theory, we posit different portal experiences inform consumers’ transformation experiences. Understanding portals has rich implications for contemporary consumer experiences of longing, liminality and loss in consumer journeys.



Citation:

Linda L Price and Basil Arnould Price (2018) ,"Portals of Transformation in Consumer Experiences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 214-219.

Authors

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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