You may be trying to access this site from a secured browser on the server. Please enable scripts and reload this page.
Turn on more accessible mode
Turn off more accessible mode
Skip Ribbon Commands
Skip to main content
Turn off Animations
Turn on Animations
Scholarships and Academic Awards
NIPE - Centre for Research in Economics and Management
CICP - Research Centre in Political Science
Post-Doctorate and Advanced Scientific Courses
Brown Bag Seminar with Teresa Pereira Heath (U. Minho, NIPE)
Campus de Gualtar | EEG - Room 0.04, 13h15
Beyond Consumerism: On the value of ‘Consuming’ Daydreams
Consumers’ daydreams have been theorised as important in understanding consumers’ desire, and driving consumerism in a cycle of desire leading to consumption and inevitably disillusionment. However, this may underplay what happens in consumers’ imagination and the different purposes served by daydreaming. This study draws on in-depth interviews, participant diaries and enabling techniques with participants (self-identified as daydreamers) in the UK. It provides empirical data to support and challenge extant conceptual work on the consumer imagination and to explicate different ways in which daydreaming can shape, postpone or even replace actual consumption.
The study on which this presentation is based is co-authored by Teresa Heath and Elizabeth Nixon (Nottingham University Business School). The authors wish
to thank the Academy of Marketing for the funding that allowed for this project to be undertaken.
Núcleo de Investigação em Políticas Económicas e Empresariais (NIPE)
Escola de Economia e Gestão (EEG)
Universidade do Minho
Campus de Gualtar, 4710-057 Braga
Tel.: +351 253604518