G1. Enchantment Through Retro Product Consumption in a Digital World
This study examines the role of materiality in how consumers are managing the experience of disenchantment, resulting from dematerialized digital consumption practices. We show that consumption of retro products, revivals of outdated technology objects, complements digital consumption, by providing historical atmospheric value, nostalgic time value, and a greater perceived authenticity.
Citation:
Varala Maraj, Fleura Bardhi, and Caroline Wiertz (2018) ,"G1. Enchantment Through Retro Product Consumption in a Digital World", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 920-920.
Authors
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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