Using the imagination : consumer evoking and thematizing of the fantastic imaginary
By Brett A. S. Martin. 2004
135 citations recorded by the source corpus.
This article explores the process by which consumers evoke and thematize the fantastic imaginary when playing a fantasy-based trading card game. Interviews with 15 informants, all players of Magic: The Gathering, serve as data. The result is a new framework that reveals how the fantastic imaginary is evoked and thematized. A typology of thematizing strategies employed by consumers is also presented. Implications are discussed in relation to consumer research, imagination theory, literary theory of the evoked fantastic imaginary, and the imaginary in play.
Subfields: Food Science, Gender Studies, Marketing
View Paper: https://www.semanticscholar.org/paper/e7e63c4888dd28635a1baad7f3ec50cda70df609
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Citations in the corpus
- Telepresence and fantasy in online apparel shopping experience (2007, background): “Research (Fiore et al., 2000; Mani and MacInnis, 2003; Martine, 2004; Oliver et al., 1993; Unnava and Burnkrant, 1991) suggests that mental imagery or fantasy could be stimulated by various forms of information about the product, such as text information, product images, and sample products.”
- Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models (2009, background): “Alternatively, the positive view that feminine men have in private of feminine models, along with their classification expectations of being recognized as masculine in private, may represent an evoked fantasy of social acceptance ( Martin 2004 ).”