Consuming in one's mind: An exploration
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Alain d'Astous; Jonathan DeschΓͺnes
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Article
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2004
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John Wiley and Sons
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English
β 150 KB
Consumer research generally focuses on the consumption of tangible objects and experiences, which are concrete. However, consumers often consume in their minds by fantasizing, dreaming, or imagining that they possess some desired object or that they are living some experience. In this article, the t