Belk, Russell W; Ger, Guliz; Askegaard, Soren - In: Journal of Consumer Research 30 (2003) 3, pp. 326-51
Desire is the motivating force behind much of contemporary consumption. Yet consumer research has devoted little specific attention to passionate and fanciful consumer desire. This article is grounded in consumers' everyday experiences of longing for and fantasizing about particular goods. Based...