CONSUMERS IN SEARCH OF PROPER PLEASURE—Brand Stories and Consumer Dramas CB5e From Consumer Behavior / Behaviour by Jill Avery et al
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Consumers are hardwired to tell stories of their consumption. Through storytelling, consumers interpret, make sense of, and relive their original consumption experience. Such re-experiencing through storytelling, Aristotle calls “proper pleasure.” This article illustrates the role of such stories in brand communications though a brand consumption story about Versace.
| ISBN | 9781735983905 |
|---|---|
| EISBN | 9781735983708 |
| المؤلف | Arch Woodside, Ph.D., (Curtin University) |
| الناشر | Open Mentis |
