Enchanting our lives: Fantasy story worlds and imagined atmospheres

Anuja Anil Pradhan, Scott Jones, Symbiosis Institute of Media and Communication, Symbiosis International , Deemed University, University of Southern Denmark, University of Birmingham, United Kingdom of Great Britain and Northern Ireland

Marketing Theory

Published online on February 28, 2026

Abstract

Marketing Theory, Ahead of Print.
In this study, we explore consumers’ attempts at enchanting their lives through recalling and recreating atmospheres, which were initially experienced while individually consuming media texts and immersing themselves into narrative story worlds. We ...