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Using the imagination : consumer evoking and thematizing of the fantastic imaginary

Martin, Brett (2004) Using the imagination : consumer evoking and thematizing of the fantastic imaginary. Journal of Consumer Research, 31(1), pp. 136-149.

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Abstract

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.

Impact and interest:

25 citations in Scopus
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26 citations in Web of Science®

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Full-text downloads:

403 since deposited on 19 Oct 2009
88 in the past twelve months

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ID Code: 28061
Item Type: Journal Article
Additional URLs:
Keywords: fantasy, imagination, Magic the Gathering, Lord of the Rings
DOI: 10.1086/383430
ISSN: 0093-5301
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 University of Chicago Press
Copyright Statement: All rights reserved
Deposited On: 20 Oct 2009 09:49
Last Modified: 05 Jan 2011 23:54

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