Essays on Issue of Consumer Fanaticism Coursework

Download full paperFile format: .doc, available for editing

The paper "Issue of Consumer Fanaticism" is an outstanding example of marketing coursework.   Fanaticism can be defined as a belief or conduct that involves gullible zeal, probably, for an intensely religious and political cause or it might be sports for some cases. Sometimes, it turns to be excess enthusiasm for pastime or hobby. George Santayana, a great philosopher defined fanaticism as the addition of efforts when one forgets the real aim. Moreover, Winston Churchill described it as something that cannot be easily changed. On the other hand, a fanatic is described as a person who will never change his mind or subject. When comparing and contrasting the definitions or descriptions, there are displays of strict standard and very little tolerance for opinions and the ideas that are contradicting from fanatics.

As Neil Postman book asserts on crazy talk, stupid talk, the only key to fanatical ideas for they are self-confirming. Some of the ideas are seen as fanatical, for they are not false but because they are expressed and twisted in a certain manner that they will never be revealed on how false they are. The characters of a fanatic who has an overwhelming enthusiasm for the specified subject is seen as different from fanatic behaviour by a violation of fanatics on the prevailing social norms.

On the other hand, the character of a fanatic might be considered to be eccentric or even odd and does not violate such norms. A fanatic is also seen to be different from the crank, in that, a crank was described as a person who holds opinion or position which is very far from the norm because it appears ludicrous or it is probably wrong, e.g.

a flat earth belief. On contrary, the obsession by the fanatic is a normal subject that is being compared to the interest of religion or politics, except, the scale a person who is involved or even devoted, sometimes the person is obsessed with ongoing activities or the cause that is compared to be abnormal or disproportionate. Therefore, consumer fanaticism can be described as the level of involvement or the interest that a person develops liking a particular trend, person, idea, group or even artwork. Fandom is seen as stigmatized and dangerous, abnormal or even silly.

Moreover, fandom and fanaticism tend to become a central story and the importance of the time to marketing theory and practice. There are various ways of utilizing and developing fanatical consumers are always counterbalanced through a dilemma that often encounters whereby most of the committed fanatics resist attempts by marketers. Through this, market shares developed due to the inclusion of less involved consumers. In a depth approach of fanaticism examination, there is the provision of unique and also new insights in complexities and processes that leads to the deep involvement of committed lifestyle and the consumer products or even the brands. The kind of fanatical consumers that exist New sports consumers They are known by each and every one.

These are the old guard of the sports world, the ones that are considered to be loyal to fanatics who buy the tickets always as long as there is a game despite bad or good weather. Moreover, they follow their teams as long as there is a game and it does not matter to them whether the team wins or loose.

To add on that, they also accept high price tickets and pay a premium for the gamut of the services and products developed to promote their sports experience.

Bibliography

Bloch, Peter H. and Marsha L. Richins (1983), A Theoretical Model for the Study of Product Importance Perceptions. Journal of Marketing, 47 (summer), 69-81.

Puymege, G. Fanaticism. (1987).A Historical and Psychoanalytical Study. New York: Schoken Books

Mackellar, J. (2006). "Fans, fanatics or just good fun - travel behaviours of the leisure fanatic". Journal of Vacation Marketing 12 (3): 195–217. doi:10.1177/1356766706064622.

Leisure Behavior," in Advances in Consumer Research, Vol. 11, ed. Thomas C. Kinnear, Provo: Association for Consumer Research, 197-202.

Hirschman, Elizabeth Caldwell (1986), "WASPS as Consumers: A Personal View," working paper. New York

Holbrook, Morris B., Robert W. Chestnut, Terence A. Oliva, and Eric A. Greenleaf (1984), " Journal of Consumer Research, 11 (September), 728-739.

James Redden, Carol J. Steiner, (2000) "Fanatical consumers: towards a framework for research", Journal of Consumer Marketing, Vol. 17 Iss: 4, pp.322 – 337

Pichler, E.A., Hemetsberger, A., 2007. “Hopelessly devoted to you” towards an extended conceptualization of consumer devotion. Advances in Consumer Research 34, 194-197.

Pimentel, R.W., Reynolds, K.W., 2004. A model for consumer .A mazon Publishers .New York City.

Redden, J., Steiner, C.J., 2000. Fanatical consumers: towards a framework for research. The Journal of Consumer Marketing 17(4), 322-337.

Shankar, A., Whittaker, J., Fitchett, J.A., 2006. Heaven knows I’m miserable now. Marketing Theory 6(4), 485-505.

Trefalt, B., 2005. Fanaticism, Japanese soldiers and the Pacific War, 1937-45. In: Hughes, M.

Download full paperFile format: .doc, available for editing
Contact Us