Mythic Agency and Retail Conquest

Susan Dobscha and Ellen Foxman

Journal of Retailing, 2012, vol. 88, issue 2, 291-307

Abstract: This paper expands agency theory by identifying mythic agency as a lens through which retailers can view spectacular events during which consumers act heroically to achieve an important consumption goal. Partaking in a stressful and challenging retail experience invokes the stages of a quest, through which successful consumers emerge transformed and where they challenge, at least in part, the culturally prescribed role of bride. Retailers who create events that evoke and support consumers’ heroic actions can develop powerful, meaningful, and enduring relationships with their customers.

Keywords: Retail spectacle; Agency; Quest; Heroes (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0022435911000923
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:88:y:2012:i:2:p:291-307

DOI: 10.1016/j.jretai.2011.11.002

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().