Magic consumption: A study in the context of soccer fans

Abstract

Purpose of the study: To understand how consumers attribute magical meaning to products, coating them with magical powers. Methodology / approach: Ten phenomenological interviews were conducted with soccer team supporters. Qualitative data were analyzed using the hermeneutic approach. Originality / relevance: Belief in magic is everywhere in a diffuse state, however little is known about how consumers use magical products through consumption rituals. Main results: As a result, the research explains how consumers attribute magical power to product-performance (1) rituals of product choice, (2) ritual coating of magical thinking, (3) ritual use of magic products. Theoretical / methodological contributions: The work contributes to the studies on magical thinking, explaining how consumers imbue objects with magical powers, as well as the role of these objects in the life of consumers who instill magical-thinking in their consumption experiences.