Once Upon a Time there was a consumer…: stories of magic and the magic of stories

This manuscript explores the various ways in which mythical themes of magic and heroism are used both in scholars’ discussions of marketing and consumption and in consumers’ narratives of their own consumption experiences.... [ view full abstract ]

This manuscript explores the various ways in which mythical themes of magic and heroism are used both in scholars’ discussions of marketing and consumption and in consumers’ narratives of their own consumption experiences. We discuss the centrality of building coherent narratives to people’s understanding of the world and how particular mythical stories shape consumer culture. Drawing on a critical marketing perspective, we explore how the importance and pervasiveness of mythical themes influence consumption and discuss the roles that marketing and consumers’ each play in using these themes to support and shape consumer society. Finally, we consider what implications this has for practitioners and scholars of marketing.