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Fanatical consumers: towards a framework for research

Fanatical consumers: towards a framework for research Lays the groundwork for a conceptual framework that might be used to study fanatical consumers and consumption. We review literature on fanatics produced by psychologists, sociologists, cultural theorists, political scientists, theologists and marketers and then place their multidisciplinary insights into a consumption context. We identify two familiar features of fanatics – intensity and intolerance – but suggest a third feature – incoherence among thinking, behaviour and goals caused by intensity and/or intolerance might be the conceptual key to understanding fanatical consumers, measuring their fanaticism and interpreting their consumption experiences. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Fanatical consumers: towards a framework for research

Journal of Consumer Marketing , Volume 17 (4): 16 – Jul 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010335349
Publisher site
See Article on Publisher Site

Abstract

Lays the groundwork for a conceptual framework that might be used to study fanatical consumers and consumption. We review literature on fanatics produced by psychologists, sociologists, cultural theorists, political scientists, theologists and marketers and then place their multidisciplinary insights into a consumption context. We identify two familiar features of fanatics – intensity and intolerance – but suggest a third feature – incoherence among thinking, behaviour and goals caused by intensity and/or intolerance might be the conceptual key to understanding fanatical consumers, measuring their fanaticism and interpreting their consumption experiences.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jul 1, 2000

Keywords: Consumer behaviour; Consumer marketing; Psychology

References

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