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

Heath, Teresa; Heath, Matthew

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Authors

Teresa Heath

Matthew Heath



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.

Citation

Heath, T., & Heath, M. (2016). Once upon a time there was a consumer…: stories of magic and the magic of stories. Journal of Marketing Management, 32(9-10), 811-826. https://doi.org/10.1080/0267257X.2016.1189450

Journal Article Type Article
Acceptance Date May 9, 2016
Online Publication Date Jun 17, 2016
Publication Date Jun 17, 2016
Deposit Date Oct 17, 2016
Publicly Available Date Mar 29, 2024
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 32
Issue 9-10
Pages 811-826
DOI https://doi.org/10.1080/0267257X.2016.1189450
Keywords Consumer culture; critical marketing; magic; sustainability; consumer experience
Public URL https://nottingham-repository.worktribe.com/output/794536
Publisher URL http://www.tandfonline.com/doi/full/10.1080/0267257X.2016.1189450
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

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