An exploration of spectacular consumption at the movies: Mamma Mia!
Authors: Hamilton, Kathy; Wagner, Beverly
Source: Journal of Customer Behaviour, Volume 10, Number 4, Winter 2011 , pp. 375-390(16)
Publisher: Westburn Publishers Ltd
Abstract:Through the lens of spectacular consumption, we examine the way in which cultural phenomena provides a rich and fertile ground for understanding contemporary consumption behaviour. To do so, we focus on the top box office release of 2008, Mamma Mia! Basing our findings on online consumer reviews of the Mamma Mia! film we demonstrate how Mamma Mia! responds to consumers' need for escapism and through the democratisation of music, incites consumer participation. Implications relate to the understanding of experiential consumption, the commercialisation of the arts and the importance of the arts in everyday life. Our main contribution is to provide a deeper understanding of the role of arts in relation to its dual function of escapism from and support for the inadequacies of consumer society.
Document Type: Research Article
Publication date: 2011-12-01