Living in Another World: the Role of Narrative Imagination in the Production of Fantasy Enclaves

EXTENDED ABSTRACT - While there are multiple manifestations of consumers’ imagination in the marketing literature, very little is known about its nature and the role that it plays in consumption experiences. The purpose of this paper is to investigate the concept of imagination, especially as it relates to the construction of alternative consumption realities or what Belk and Costa (1998) call Afantastic consumption enclaves.@ In this regard, we address two pertinent issues that are of interest to consumer researchers. First, we explore the nature of consumer imagination in consumption experiences and second, we provide insight into the role that imagination plays as a source of pleasure and as an indication of consumers’ playful, voluntary participation in experiential consumption.


Athinodoros Chronis and Ronald D. Hampton (2004) ,"Living in Another World: the Role of Narrative Imagination in the Production of Fantasy Enclaves", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 193-195.


Athinodoros Chronis, California State University, Stanislaus
Ronald D. Hampton, University of Nebraska-Lincoln


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More


Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection

Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More


Promoting Well-being and Combating Harassment in the Academy

Ekant Veer, University of Canterbury, New Zealand
Zeynep Arsel, Concordia University, Canada
June Cotte, Ivey Business School
Jenna Drenten, Loyola University Chicago, USA
Markus Geisler, York University, Canada
Lauren Gurrieri, RMIT University
Julie L. Ozanne, University of Melbourne, Australia
Nicholas Pendarvis, California State University Los Angeles, USA
Andrea Prothero, University College Dublin
Minita Sanghvi, Skidmore College
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Stacy Wood, North Carolina State University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.