The Lived Meanings of Fanaticism: Understanding the Complex Role of Labels and Categories in Defining the Self in Consumer Culture

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Fandom is often stigmatized as abnormal, dangerous, or silly (Lewis 1992). At the same time, fanaticism and fandom in its various incarnations are becoming the story of the times and of central importance to marketing theory and practice. How to develop and utilize fanatical consumers is counterbalanced by the dilemma often encountered where the most committed fans resist the attempts by marketers to grow market share via the inclusion of less involved consumers. Examining so‐called fanaticism in an in‐depth manner provides new and unique insights into the processes and complexities that lead to deeply involved commitment to lifestyles and consumer products or brands. This research involved the interviewing of individuals who have experienced the “fanatic” label to attempt to understand the motivations that drive their consumption and to examine the way in which these stigmatizations are used, accepted, modified, or refuted in the definition and construction of identity. The use of videography was uniquely able to capture this experience from a first‐person perspective. This is particularly important where the label and designation of “fanatic” is highly contested and controversial.