Once upon a time there was a consumer…: stories of magic and the magic of stories
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 schol...
| Main Authors: | , |
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| Format: | Article |
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Taylor and Francis
2016
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| Online Access: | https://eprints.nottingham.ac.uk/37596/ |
| _version_ | 1848795493882134528 |
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| author | Heath, Teresa Heath, Matthew |
| author_facet | Heath, Teresa Heath, Matthew |
| author_sort | Heath, Teresa |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T19:32:58Z |
| format | Article |
| id | nottingham-37596 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:32:58Z |
| publishDate | 2016 |
| publisher | Taylor and Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-375962020-05-04T17:56:03Z https://eprints.nottingham.ac.uk/37596/ Once upon a time there was a consumer…: stories of magic and the magic of stories Heath, Teresa Heath, Matthew 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. Taylor and Francis 2016-06-17 Article PeerReviewed 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 Consumer culture; critical marketing; magic; sustainability; consumer experience http://www.tandfonline.com/doi/full/10.1080/0267257X.2016.1189450 doi:10.1080/0267257X.2016.1189450 doi:10.1080/0267257X.2016.1189450 |
| spellingShingle | Consumer culture; critical marketing; magic; sustainability; consumer experience Heath, Teresa Heath, Matthew Once upon a time there was a consumer…: stories of magic and the magic of stories |
| title | Once upon a time there was a consumer…: stories of magic and the magic of stories |
| title_full | Once upon a time there was a consumer…: stories of magic and the magic of stories |
| title_fullStr | Once upon a time there was a consumer…: stories of magic and the magic of stories |
| title_full_unstemmed | Once upon a time there was a consumer…: stories of magic and the magic of stories |
| title_short | Once upon a time there was a consumer…: stories of magic and the magic of stories |
| title_sort | once upon a time there was a consumer…: stories of magic and the magic of stories |
| topic | Consumer culture; critical marketing; magic; sustainability; consumer experience |
| url | https://eprints.nottingham.ac.uk/37596/ https://eprints.nottingham.ac.uk/37596/ https://eprints.nottingham.ac.uk/37596/ |