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Exploring Fantasy in Consumer Experiences

Consumer Culture Theory

ISBN: 978-1-78441-158-9, eISBN: 978-1-78441-157-2

ISSN: 0885-2111

Publication date: 22 November 2014


Theoretical implications

This research theorizes the experience of fantasy as a performance that takes place between reality and imagination. As such, it involves both embodied and social aspects that have largely been ignored in prior research. A richer theorization of fantasy performance promises greater insights into research areas including the dynamics of consumer identity projects and of consumption communities.



Seregina, A. (2014), "Exploring Fantasy in Consumer Experiences", Consumer Culture Theory (Research in Consumer Behavior, Vol. 16), Emerald Group Publishing Limited, Bingley, pp. 19-33.



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