Turkle, Sherry (1995). : Life on the Screen: Identity in the Age of the Internet. Touchstone. Urry, John (2002) Second edition. : Sage The Tourist Gaze. Table 1. Taxonomy of the Consumer Imagination Form of Prompts Emotion Temporal of Elaboration Purpose Possible Example product imagination location Abstraction outcome category Fantasy Boredom/ Positive Not defined Very High Very high Compensation/ Escapism/ Videogames and unpleasant Pleasure/ Digital virtual websites, e.g. World of experience Escape consumption Warcraft (Molesworth and Denegri-Knott 2006). Picturing oneself as as someone else e.g. someone from history ( 1987) Marketing material/ Positive Future High Very high Compensation/ Consumption/ Cars, houses, holiday Boredom/ Current Pleasure/ Resistance to homes, travel Daydream concerns Explore/ consumption experiences, expensive Plan items of clothing (Belk, Ger and Askergaard 2003, d’Astous & Deschênes 2005) Relocation, greater sense of community, more time (Soper 1998; 2007) Anticipation/ Immediate concerns Positive/ Near future Low Low Rehearse/ Consumption Planning dinner, food Expectation Negative Decide shopping, getting petrol, going out to eat (Christensen 2002) Reminisce Familiar objects or Positive Near past Low Low Pleasure/ Formation of As nostalgia but less events Learn routine, or habit intense Nostalgia Objects and events Positive Past High Very high Compensation/ Escapism/ Holidays, Souvenirs from the past Pleasure/ Consumption (Holak & Havlena 1998; / Urry 2002) goods’, e.g. new VW Beetle (Rindfleisch, Freeman and Burroughs 2000). Worry Current concerns/ Negative Future/ Low High Consumption/ Cars, recreational Unpleasant Past Plan / Resistance to possessions (Richins experience Avoid consumption 1997) Buyers Regret/ Immediate purchase/ Negative Near past Low Low Learn Consumption/ Cars, IT restaurant Disappointment/ or non-purchase experiences (Keaveney, Dissatisfaction Huber and Herrmanl 2007) Branded Vs generic goods, engagement rings, gifts (Tsiros & Mittal 2000) Regret Objects and events Negative Past High Very high Learn/ Consumption/ As buyer’s regret but from the past Plan Resistance to more long consumption lasting/intense
Turkle, Sherry (1995). Life on the Screen: Identity in the Age of the Internet. : Touchstone. Urry, John (2002) The Tourist Gaze. Second edition. : Sage Table 1. Taxonomy of the Consumer Imagination Form of imagination Prompts Emotion Temporal location of Abstraction Elaboration Purpose Possible outcome Example product category Fantasy Boredom/ unpleasant experience Positive Not defined Very High Very high Compensation/ Pleasure/ Escape Escapism/ Digital virtual consumption Videogames and websites, e.g. World of Warcraft (Molesworth and Denegri-Knott 2006). Picturing oneself as as someone else e.g. someone from history ( 1987) Daydream Marketing material/ Boredom/ Current concerns Positive Future High Very high Compensation/ Pleasure/ Explore/ Plan Consumption/ Resistance to consumption Cars, houses, holiday homes, travel experiences, expensive items of clothing (Belk, Ger and Askergaard 2003, d’Astous & Deschênes 2005) Relocation, greater sense of community, more time (Soper 1998; 2007) Anticipation/ Expectation Immediate concerns Positive/ Negative Near future Low Low Rehearse/ Decide Consumption Planning dinner, food shopping, getting petrol, going out to eat (Christensen 2002) Reminisce Familiar objects or events Positive Near past Low Low Pleasure/ Learn Formation of routine, or habit As nostalgia but less intense Nostalgia Objects and events from the past Positive Past High Very high Compensation/ Pleasure/ / Escapism/ Consumption Holidays, Souvenirs (Holak & Havlena 1998; Urry 2002) goods’, e.g. new VW Beetle (Rindfleisch, Freeman and Burroughs 2000). Worry Current concerns/ Unpleasant experience Negative Future/ Past Low High Plan / Avoid Consumption/ Resistance to consumption Cars, recreational possessions (Richins 1997) Buyers Regret/ Disappointment/ Dissatisfaction Immediate purchase/ or non-purchase Negative Near past Low Low Learn Consumption/ Cars, IT restaurant experiences (Keaveney, Huber and Herrmanl 2007) Branded Vs generic goods, engagement rings, gifts (Tsiros & Mittal 2000) Regret Objects and events from the past Negative Past High Very high Learn/ Plan Consumption/ Resistance to consumption As buyer’s regret but more long lasting/intense
Alternative_Hedonism_Digital_Virtual_Consumption_and_Structures_of_the_Imagination.docx