Articlebronze2003

The Fire of Desire: A Multisited Inquiry into Consumer Passion

Russell W. Belk · Gülız Ger · Søren Askegaard

1,023 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Behavior and Market Dynamics

Abstract

Desire is the motivating force behind much of contemporary consumption. Yet, consumer research has devoted little specific attention to passionate and fanciful consumer desire. This paper is grounded in consumers' everyday experiences of longing for and fantasizing about particular goods. Based on journals, interviews, projective data, and inquiries into daily discourses in three cultures (the U.S., Turkey, and Denmark), we develop a phenomenological account of desire. We find that desire is regarded as a powerful cyclic emotion that is both discomforting and pleasurable. Desire for desire, hope for hope, self-seduction, and tensions between seduction and morality are the forces that we find underlie desire and its pursuit. We discuss theoretical implications of these processes for consumer research.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1986On Longing: Narratives of the Miniature, the Gigantic, the Souvenir, the Collection 1995Subcultures of Consumption: An Ethnography of the New Bikers 1987The Buying Impulse 1979Violence and the Sacred 1985Materialism: Trait Aspects of Living in the Material World 1989The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey

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