Consumers' Journey Into Access-Based Consumption
The current research utilizes a narrative analysis approach to unearth a macro narrative depicting different points in consumers’ journey with access based consumption (ABC). Drawing on 19- in depth interviews, the unearthed macro-narrative resembles a pinwheel, featuring eight “turns in the road”: initiation/rejection, experimentation/renunciation, contamination/alternation, and devotion/reversion.
Citation:
Swapnil Saravade, Lorena Garcia Ramon, Jacob Almaguer, Mohammadali Zolfagharian, and Hazel H. Dadanlar (2018) ,"Consumers' Journey Into Access-Based Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 769-773.
Authors
Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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