Exploring consumer fanaticism: Extraordinary devotion in the consumption context

Emily Chung, Michael Bryan Beverland, Francis John Damien Farrelly, Pascale G Quester

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

11 Citations (Scopus)


This paper explores the phenomenon of fanaticism through qualitative in-depth interviews to learn about the characteristics associated with extraordinary devotion to consumptive objects. Findings showed inertial (addictive and obsessive-compulsive) elements associated with fanaticism, however, contrary to common portrayals, this is not always detrimental to the individual. It also showed that fanaticism involves managing the fine line between extreme levels of enthusiasm that is positive and fulfilling, versus non-sustainable borderline-dysfunctional levels of enthusiasm that may turn into something darker or problematic.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsAngela Y. Lee, Dilip Soman
Place of PublicationDuluth MN USA
PublisherAssociation for Consumer Research
Number of pages8
Publication statusPublished - 2008
EventAssociation of Consumer Research annual conference 2007 - Memphis, United States of America
Duration: 24 Oct 200727 Oct 2007

Publication series

NameAdvances in Consumer Research
PublisherAssociation for Consumer Research
ISSN (Print)0098-9258


ConferenceAssociation of Consumer Research annual conference 2007
Abbreviated titleACR North American Conference 2007
CountryUnited States of America

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