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Mythic Agency and Retail Conquest

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  • Dobscha, Susan
  • Foxman, Ellen

Abstract

This paper expands agency theory by identifying mythic agency as a lens through which retailers can view spectacular events during which consumers act heroically to achieve an important consumption goal. Partaking in a stressful and challenging retail experience invokes the stages of a quest, through which successful consumers emerge transformed and where they challenge, at least in part, the culturally prescribed role of bride. Retailers who create events that evoke and support consumers’ heroic actions can develop powerful, meaningful, and enduring relationships with their customers.

Suggested Citation

  • Dobscha, Susan & Foxman, Ellen, 2012. "Mythic Agency and Retail Conquest," Journal of Retailing, Elsevier, vol. 88(2), pages 291-307.
    • Handle: RePEc:eee:jouret:v:88:y:2012:i:2:p:291-307
    DOI: 10.1016/j.jretai.2011.11.002
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    References listed on IDEAS

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    2. Hietanen, Joel & Mattila, Pekka & Schouten, John W. & Sihvonen, Antti & Toyoki, Sammy, 2016. "Reimagining Society Through Retail Practice," Journal of Retailing, Elsevier, vol. 92(4), pages 411-425.
    3. Abosag, Ibrahim & Baker, Thomas L. & Hall, Kristina Lindsey & Voulgari, Aliki-Dimitra & Zheng, Xiaoyuan, 2017. "Antecedents and consequences of liking in retail service relationships in China and Greece," International Business Review, Elsevier, vol. 26(3), pages 566-578.
    4. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.

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