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.
Citation:
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.
Authors
Ruffin Relja, University of Gloucestershire
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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