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
Brand’s Moral Character Predominates in Brand Perception and Evaluation
Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada
System Justification and the Preference for Atavistic Products
Minju Han, Yale University, USA
George Newman, Yale University, USA
N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices
Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands