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

Heath, Teresa; Heath, Matthew

Authors

Teresa Heath Teresa.Pereiraheath@nottingham.ac.uk

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.

Journal Article Type Article
Publication Date Jun 17, 2016
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 32
Issue 9-10
APA6 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), https://doi.org/10.1080/0267257X.2016.1189450
DOI https://doi.org/10.1080/0267257X.2016.1189450
Keywords Consumer culture; critical marketing; magic; sustainability; consumer experience
Publisher URL http://www.tandfonline.com/doi/full/10.1080/0267257X.2016.1189450
Copyright Statement Copyright information regarding this work can be found at the following address: http://eprints.nottingh.../end_user_agreement.pdf
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....0/0267257X.2016.1189450

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf







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