Once upon a time there was a consumer…: stories of magic and the magic of stories

Heath, Teresa and Heath, Matthew (2016) Once upon a time there was a consumer…: stories of magic and the magic of stories. Journal of Marketing Management, 32 (9-10). pp. 811-826. ISSN 1472-1376

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Abstract

This paper explores how the centrality of narrative to people’s understandings of the world, and the power of stories of enchantment in particular, colour consumer culture. Specifically, it analyses the ways in which fantastic themes of magic and heroism are used in the discourses of marketing scholars and practitioners, as well as consumers to shape views of consumption and marketing. It further illuminates the role that marketers and consumers each have in imbuing consumption with a sense of enchantment and situates this phenomenon within the dominant neoliberal ideology. Finally, it discusses implications for marketing theory and for practices aimed at reducing excessive consumption related to such enchantment.

Item Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 17/06/2016, available online: http://www.tandfonline.com/10.1080/0267257X.2016.1189450
Keywords: Consumer culture; critical marketing; magic; sustainability; consumer experience
Schools/Departments: University of Nottingham UK Campus > Faculty of Social Sciences > Nottingham University Business School
Identification Number: https://doi.org/10.1080/0267257X.2016.1189450
Depositing User: Fuller, Stella
Date Deposited: 17 Oct 2016 10:52
Last Modified: 17 Oct 2016 10:58
URI: http://eprints.nottingham.ac.uk/id/eprint/37596

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