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Exploring Consumer Fanaticism: Extraordinary Devotion in the Consumption Context

Emily Chung · Michael B Beverland · Francis John Farrelly · Pascale G. Quester

35 citations0/0 files storedSwinburne figshare (Swinburne University of Technology)

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

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.

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References

1998Basics of qualitative research : techniques and procedures for developing grounded theory 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1999Whence Consumer Loyalty?1995Subcultures of Consumption: An Ethnography of the New Bikers 1989The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey 19986 The Life Story Interview 2003Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning 2005Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives

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