World of Origin: the Secret Ingredient of Monastic Marketing

This research investigates consumption of monastic products. Contrary to storytelling theory predictions, consumers generate stories despite the prevailing silence. Analyzing 56 semi-structured interviews with monastic products consumers, we identify monastic imagery as a contagious resource. We conceptualize it as “World of Origin” and discuss its implications for other consumption contexts.


MC Paquier, Sophie Morin-Delerm, and Fabien Pecot (2020) ,"World of Origin: the Secret Ingredient of Monastic Marketing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 574-575.


MC Paquier, European Business School Paris / CNAM LIRSA
Sophie Morin-Delerm, Université Paris Saclay RITM EA 7360
Fabien Pecot, Toulouse Business School Barcelona


NA - Advances in Consumer Research Volume 48 | 2020

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