Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’

نویسندگان

چکیده

Imaginative pleasure through daydreaming has been theorized to be important in understanding the experience of desire and as a factor escalating consumption. However, there is risk this underplays range potentially immersive intense experiences daydreaming, prior independent purchase or use marketplace commodities. Drawing on in-depth interviews, participant diaries projective techniques, study brings empirical data extant conceptual work consumer imagination examine variety consequences elaborate for commodity acquisition. We suggest that it need not necessarily perpetuate expand ‘actual’ consumption but may instead engender longer, more reflective, pleasurable meaningful from which acquisition never materialize. Our challenges accepted theories associate with consumerism see an inevitable precursor disappointment, while shining positive light role fantasizing shaping consumers’ decisions.

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ژورنال

عنوان ژورنال: Marketing Theory

سال: 2021

ISSN: ['1741-301X', '1470-5931']

DOI: https://doi.org/10.1177/14705931211004665