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|Title:||Exploring consumer fanaticism: Extraordinary devotion in the consumption context|
|Citation:||Advances in Consumer Research, 2008; 35:333-340|
|Publisher:||Assoc Consumer Research|
|Emily Chung, Michael Beverland, Francis Farrelly, Pascale Quester|
|Abstract:||This paper explores the phenomenon of fanaticism through qualitative in-depth interviews to learn about the characteristics associated with extraordinary devotion to consumptive objects. Findings showed inertial (addictive and obsessive-compulsive) elements associated with fanaticism, however, contrary to common portrayals, this is not always detrimental to the individual. It also showed that fanaticism involves managing the fine line between extreme levels of enthusiasm that is positive and fulfilling, versus non-sustainable borderline-dysfunctional levels of enthusiasm that may turn into something darker or problematic|
|Description:||© 2008 Association for Consumer Research. All rights reserved.|
|Appears in Collections:||Business School publications|
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