• In what personal, situational, social or cultural context do people engage in the chosen consumption phenomenon in their everyday lives?
• What functional and/or hedonic (aesthetic) value does the selected consumption phenomenon have for the individual consumer? What functional and/or hedonic value do the actual consumption practices within the consumption phenomenon have for the individual consumer?
• What role(s) does the selected consumption phenomenon play in consumers’ everyday lives?
• How is the consumption phenomenon related or linked to the individual consumer’s self-concept and self-identity construction?
• What meaning(s) does the lived experience of the selected consumption phenomenon have for the individual consumer?
• Do consumers engage in a subculture of consumption or in a consumer tribe related to the selected consumption phenomenon (i.e. fan-clubs, brand communities, etc.)? If yes, what motivates consumers to participate in them? How, and to what extent, do these consumers share meanings, values, beliefs and brand myths with each other and/or engage in (symbolic) communal consumption rituals?

 

 

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