Kuo, Andrew; Lutz, Richard J.; Hiler, Jacob L. - In: Journal of Consumer Marketing 33 (2016) 7, pp. 498-506
Purpose This paper aims to investigate the phenomenon of active escapism – a unique form of experiential consumption that engages fantasy and role-play as a means of coping. In contrast with passive forms of escapism, whereby consumers act as observers (e.g. watching a movie), active escapism...