The Fire of Desire: A Multisited Inquiry into Consumer Passion
Russell W Belk,
Guliz Ger and
Journal of Consumer Research, 2003, vol. 30, issue 3, pages 326-51
Desire is the motivating force behind much of contemporary consumption. Yet consumer research has devoted little specific attention to passionate and fanciful consumer desire. This article is grounded in consumers' everyday experiences of longing for and fantasizing about particular goods. Based on journals, interviews, projective data, and inquiries into daily discourses in three cultures (the United States, Turkey, and Denmark), we develop a phenomenological account of desire. We find that desire is regarded as a powerful cyclic emotion that is both discomforting and pleasurable. Desire is an embodied passion involving a quest for otherness, sociality, danger, and inaccessibility. Underlying and driving the pursuit of desire, we find self-seduction, longing, desire for desire, fear of being without desire, hopefulness, and tensions between seduction and morality. We discuss theoretical implications of these processes for consumer research. Copyright 2003 by the University of Chicago.
References: Add references at CitEc
Citations View citations in EconPapers (15) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: http://EconPapers.repec.org/RePEc:oup:jconrs:v:30:y:2003:i:3:p:326-51
Access Statistics for this article
Journal of Consumer Research is currently edited by December
More articles in Journal of Consumer Research from Oxford University Press
Series data maintained by Oxford University Press ().