Stories and fantasy represent an important aspect of consumer life and comprise a huge marketing enterprise within consumer entertainment. Each year, upwards of $82 billion is spent on books, games, and other fantasy industries in the United States alone. Likewise, fantasy has important implications for consumers’ sense of identity. In...
Stories and fantasy represent an important aspect of consumer life and comprise a huge marketing enterprise within consumer entertainment. Each year, upwards of $82 billion is spent on books, games, and other fantasy industries in the United States alone. Likewise, fantasy has important implications for consumers’ sense of identity. In...
Social comparison is a ubiquitous part of social life. People compare themselves to others to establish and maintain a sense of social hierarchy and structure, to develop and sustain interpersonal relationships, and even to help understand themselves. In this dissertation, I focus on how the referent of social comparison –...