Typefaces As Commodities: a Multimethodological Interpretative Phenomenological Approach to Understanding Font Consumption
Consumers form relationships with typefaces that are shaped by their degree of 'connoisseurship'. This is a new temporally dynamic (valence and strength) and multidimensional concept comprising five facets: Apprehending; involvement; hunting and gathering; knowing; and gatekeeping. Recommendations are made for market development and to support understanding font consumption more fully.
Ruffin Relja (2021) ,"Typefaces As Commodities: a Multimethodological Interpretative Phenomenological Approach to Understanding Font Consumption", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 903-903.
Ruffin Relja, University of Gloucestershire
NA - Advances in Consumer Research Volume 49 | 2021
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA
The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success
Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA
C4. The role of attachment to a human brand in improving eating habits
Amélie Guèvremont, École des Sciences de la Gestion, UQAM