Self-transformation expectations and magic relationships to products: conceptualizing and measuring product fetishism

Les attentes transformationnelles et les relations magiques aux produits: conceptualisation et mesure du fétichisme vis-à-vis d'un produit

Ziyed Guelmami () and Denis Darpy ()
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Ziyed Guelmami: DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres
Denis Darpy: DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: This paper discusses the concept of product fetishism as an important but understudied kind of magical/irrational relationship to objects. Product fetishism is conceptualized as a multidimensional construct underlining the attribution of an aura and extraordinary power to a product. Three studies were conducted 1) to develop and validate a product fetishism scale, and 2) to test a model relating product fetishism to transformation expectations, product category involvement and attachment to products. This research shows that product fetishism may be of managerial relevance as it is rooted in consumers' expectations towards the product.

Keywords: Transformation expectations; Scale development; Fetishism; Fétichisme; Attentes transformationnelles; Echelle de mesure (search for similar items in EconPapers)
Date: 2016-05-18
Note: View the original document on HAL open archive server: https://hal.science/hal-03549329v1
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Published in AFM 2016 : 32e Congrès International de l'Association Française du Marketing, May 2016, Lyon, France

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