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Self-transformation expectations and magic relationships to products: conceptualizing and measuring product fetishism
[Les attentes transformationnelles et les relations magiques aux produits : conceptualisation et mesure du fétichisme vis-à-vis d'un produit]

Author

Listed:
  • Ziyed Guelmami

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

  • Denis Darpy

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

This paper discusses the concept of product fetishism as an important but understudied kind of magical/irrational relationship to objects. Product fetishism is conceptualized as a multidimensional construct underlining the attribution of an aura and extraordinary power to a product. Three studies were conducted 1) to develop and validate a product fetishism scale, and 2) to test a model relating product fetishism to transformation expectations, product category involvement and attachment to products. This research shows that product fetishism may be of managerial relevance as it is rooted in consumers' expectations towards the product.

Suggested Citation

  • Ziyed Guelmami & Denis Darpy, 2016. "Self-transformation expectations and magic relationships to products: conceptualizing and measuring product fetishism [Les attentes transformationnelles et les relations magiques aux produits : con," Post-Print hal-03549329, HAL.
    • Handle: RePEc:hal:journl:hal-03549329
    Note: View the original document on HAL open archive server: https://hal.science/hal-03549329
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    References listed on IDEAS

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    5. Belk, Russell W & Wallendorf, Melanie & Sherry, John F, Jr, 1989. "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 1-38, June.
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