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.
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.
Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK
NA - Advances in Consumer Research Volume 46 | 2018
G1. Enchantment through Retro Product Consumption in a Digital World
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
The Last Hurrah Effect: End-of-Week and End-of-Month Time Periods Increase Financial Risk-Taking
Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada
G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University