Fanatic Consumer Behavior, Devotion, and Rational Addiction: Unveiling the Distinctive Consumption Patterns of Fans

Abstract

Fan behavior, characterized by exceptional consumption patterns, stands distinct from typical consumer behavior and has become a focal point in fan theory studies. Scholars have applied various concepts to explain this phenomenon, including fanatic consumer behavior, consumer devotion, and rational addiction. The concept of fanatic consumer behavior emphasizes fans' deep immersion and compulsive engagement in interests like collecting and discussing related merchandise, which aids in forming their unique identity and self-concept. Consumer devotion portrays a religious-like zeal in fans, evident in behaviors such as collecting memorabilia, participating in community activities, and displaying a deep commitment to their favored entities. Rational addiction, as per the economic theory, suggests fans exhibit predictable and habitual consumption patterns, contrasting the random behaviors of ordinary consumers. These theories together offer a comprehensive understanding of fan consumption behaviors, enriching the broader field of consumer behavior research by highlighting the unique and passionate engagement of fans in their areas of interest.