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“I got the power!”: An exploration of contemporary fetishism

Author

Listed:
  • Ziyed Guelmami

    (ICD International Business School Paris)

Abstract

Purpose - This paper aims to discuss the concept of fetishism as an important but understudied kind of magical relationship to objects. Fetishism in the context of contemporary consumption is conceptualized as a multilayered construct underlining the attribution of an aura and magical power to a product to achieve personal goals. Design/methodology/approach - In total, 15 in-depth interviews were conducted to highlight contextual factors influencing the emergence of fetishism in contemporary consumption, to underline the instrumental and aspirational dimensions of fetishism and to provide a definition of contemporary product fetishism. Findings - The results show that fetishism appears as fragmented and unstable magical beliefs toward products related to a need to cope with uncertain and important aspirational situations. Originality/value - The paper provides a multidisciplinary approach of fetishism to provide insights regarding this phenomenon and its manifestations in the context of contemporary consumption.

Suggested Citation

  • Ziyed Guelmami, 2019. "“I got the power!”: An exploration of contemporary fetishism," Post-Print hal-03549301, HAL.
    • Handle: RePEc:hal:journl:hal-03549301
    DOI: 10.1108/QMR-12-2016-0124
    as

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