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An Alternative Approach: Re-enchanting Consumption
Hardcover
ISBN13: 9781636515120
Publisher: Vibrant Publishers
Published: Jun 27 2025
Pages: 320
Weight: 1.31
Height: 0.75 Width: 6.00 Depth: 9.00
Language: English
An Alternative Approach: Re-enchanting Consumption explores how consumption can be more than routine or rational-it can be magical, emotional, and transformative. In this book, Russell W. Belk challenges conventional marketing models by introducing a human-centered, imaginative perspective on how and why people consume.
Belk examines the role of fantasy, mythology, ritual, and storytelling in modern consumer culture. He draws attention to how consumption can evoke awe, nostalgia, and even spiritual connection-re-enchanting the otherwise utilitarian view of the marketplace.
This book is ideal for readers interested in cultural marketing, qualitative research, and the symbolic dimensions of consumer experience. It offers a deeply reflective and creative look into how consumers find meaning through brands, products, and consumption rituals.
Part of the Legend in Consumer Behavior series, this book captures Belk's departure from traditional frameworks and his enduring impact on postmodern and experiential marketing scholarship.
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