Transfer and Classification of Knowledge Structures of Digital Consumers (original) (raw)

Ideas in Marketing: Finding the New and Polishing the Old, 2014

Abstract

Traditional possession rituals occur when a product moves from market place to home (McCracken 1986), where consumers demonstrate their symbolic ownership through rituals, such as removing tags, packaging, placing, customizing, and use. But what if the physical product does not move from the market place to home as in the case of digital consumption? Using online image-sharing sites such as Pinterest, consumers feel a symbolic ownership of their items even though they do not possess the physical product, only the visual representation. In this way, the website members consume the images rather than the physical goods.

Mine Ucok Hughes hasn't uploaded this paper.

Let Mine know you want this paper to be uploaded.

Ask for this paper to be uploaded.