Becoming a Fanatic: An Exploration into the Development of

Extraordinary Devotion to a Consumptive Object

Emily Chung, Michael Beverland, University of Melbourne

Francis Farrelly, Monash University
Pascale Quester, University of Adelaide

Abstract
This paper explores the concept of consumer fanaticism and proposes a framework to
understand the development of extraordinary devotion to an object. Multiple in-depth
interviews were conducted on 'fanatical' consumers to construct seven life stories on which
analysis was performed. Although existing portrayals of extreme loyalty are often depicted
within group contexts, the findings showed that fanaticism can be an intensely personal
experience that continues even with a lack of group or social support. The findings also
revealed a number of themes to suggest that fanaticism usually involve a seed, the
experience(s) of gratification, a conversion, and drivers that enhance consumers levels of
devotion.
Background
A fanatic is an individual filled with personal passion so extreme it can sometimes be
considered excessive (Passmore 2003). Fanaticism is a unique form of loyalty characterised
by extraordinary (strong, intense, and extreme) levels of commitment, allegiance, devotion,
passion, emotional attachment, enthusiasm, and involvement (e.g. Bristow and Sebastian
2001; Funk and James 2001; McAlexander, Schouten and Koenig 2002; Muiz and OGuinn
2001; Oliver 1999; Redden and Steiner 2000). Consumer fanatics (defined in this study as
consumers who are extraordinarily devoted to a brand, product, or consumption activity) are
unique because their interest in a brand is self-sustaining (Oliver 1999; Pimentel and
Reynolds 2004). They often voluntarily engage in behaviours beneficial to the brand, and they
remain loyal, sometimes despite poor brand performances (Doss 1999; Hunt, Bristol and
Bashaw 1999; Pimentel and Reynolds 2004; Rifkin 1999; Rozanski, Baum and Wolfsen
1999; Schouten and McAlexander 1995; Whang, Allen, Sahoury and Zhang 2004). Fanatical
consumers exhibit a deep love for the brand, and their devotion, passion, and enthusiasm can
be considered infectious towards new customers and fellow admirers (Belk, Wallendorf and
Sherry 1989; Holbrook 1987; Ji 2002; Pimentel and Reynolds 2004; Rifkin 1999).
Such extreme forms of loyalty and devotion are clearly evident across a range of consumption
contexts: Examples of extraordinary devotion can be found in Muiz and Schaus (2005)
study of the Apple Newton brand community, Belk and Tumbats (2005) study of the cult
of Macintosh, Thompson and Troesters (2002) study on the natural health microculture,
Kozinetss (2001) study on the Star Trek subculture, Schouten and McAlexanders (1995)
study on the bikers subculture, Celsi, Rose and Leighs (1993) study on the skydiving
subculture, and in Belk et al.s (1989) Consumer Behavior Odyssey study on general
consumer devotees. However, there continue to be calls for further research into
understanding the drivers, and in particular, the transitions that lead consumers to such
extreme levels of loyalty (Funk and James 2001; Hunt et al. 1999; Oliver 1999).

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Methodology
This study utilised a series of exploratory and in-depth face-to-face life story interviews to
gain new insights into the phenomenon of fanaticism. Life story interviewing is a form of
biographical research that provides in-depth understanding of an individuals past experiences
that shaped who they are today (Atkinson 1998; Atkinson 2002; Rosenthal 2005).
Biographical research approaches, such as the collection of life stories, take informants
chronologically through their lives, from childhood, through adolescence, early adulthood to
late adulthood, examining issues, events and people associated with the phenomenon of
interest (Douglas, Roberts, and Thompson 1988). Life story interviews "help us understand
general developmental or social processes" (p.70) by exploring the influences surrounding an
individual and how these influences shape his or her behaviours and personality development
(Atkinson 1998). The importance of understanding the influences and past experiences that
drive consumers' development of fanaticism and extreme loyalty towards a consumptive
object (i.e. a brand, product, or consumption activity) suggest that life story interviews are
most appropriate for this study. The interviews were conducted over the course of thirteen
months on consumers who were recruited via purposive sampling (e.g. friends and friends of
friends who were reported as fanatics or have experienced the fanatic label). This technique
was thought to be most suitable as informant familiarity can enhance candor and emotional
openness when the subject matter may be sensitive (Price, Arnould and Curasi 2000),
particularly due to the stigma associated with the fanatic label
.
The analysis of seven life stories revealed a broad overarching pattern that represented the
development and evolution of fanaticism in the consumers lives. This process has been
conceptualised to include: the presence of a seed, the experience(s) of gratification, usually
repeated, to result in a conversion, as well as drivers that periodically boost or enhance the
consumers level of self-sustaining loyalty. For the purpose of this paper, one consumer and
her life story will be drawn upon to illustrate each of these concepts. Ashley (Caucasian
female, 27) is a toy collector. She is considered a consumer fanatic because her collection of
toys has reached at least over ten thousand items. Ashley has lost count of the number of
items she possess, and refuses to attempt counting them as it is thought to be an almost
impossible task. Her friends have called her crazy, but she continues to collect and
construct shrines for her toys.

Findings and Discussion

The Seed
The seed is a term used to conceptualise the origins from which passion and enthusiasm grow,
evolve, and bloom. This generally consists of external factors and social influences
surrounding an individual that encourage his or her initial contact and involvement with the
consumptive object. Ashley was raised in a family of collectors. However, the key influences,
as the life story interview reveals, may be her late father (because of the significant role he
had played in the happiest times of her life) and her brother (believed to have been
responsible for her current devotion to toys because he is a avid collector of what Ashley calls
boys toys and started her collection of girls toys). Items such as super hero figurines,
models made out of Lego blocks, and M&Ms merchandise filled one of the rooms of Ashleys
family home (formerly her brothers bedroom), covering every available wall space, from

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floor to ceiling, as well as the ceiling itself (with soft toys sitting in hammocks hanging off it).
The situation is similar with at least two other rooms of her family home. She explained:
If he saw a Carebear or Rainbow Bright or something like that hed buy it for
me. So I used to say that my collection was his girl toy collection that hes just
ashamed (to be associated with) hes quite fanatical I got more caught up
through it through him I wouldnt collect as many, until (he) really got me
into it.
The origin of Ashleys passion for toys can be said to be external to her, driven by her
brother, and other social reasons such as not wanting to be left out:
I grew up with my brother and my four boy cousins and I think a lot of the
time to not be left out and to be able to play with them I had to do a lot of boys
things. I still had Barbies and stuff like that. I wasnt a tomboy or anything but
yeah I appreciated their games as well as mine
To avoid feeling left out, Ashley had to take interest in the same things as her brother and
cousins, which led to her increased involvement with toys.
The Gratification Experiences
The experience of gratification involves feelings of satisfaction, fulfilment, indulgence,
enjoyment, pleasure, delight, or a combination of these positive sensory encounter(s). When
asked to describe a peak experience during the life story interview (i.e. a high point in life
involving the experience of extremely positive emotions; an episode that would stand out in
the memory as one of the best, highest, most wonderful scenes or moments in the life story),
Ashley explained:
(That) was when I got my Carebear. That was a pretty peak experience when
I was about six and my dad had gone on this long walk with Scouts, my dad was
really involved in Scouts, and so he came back and I was sitting in I remember
being in a van for some reason, I think it was the van that they came back (from
Scouts camp) in, and he gave me this Carebear in the van and I was just so
happy because Id wanted one for so long and I just loved it so much
Since the life story interview questions were not designed to specifically retrieve answers
about ones passion for a consumptive object, it was interesting that a toy played a role in one
of Ashleys happiest memories. The role of this Carebear was quite significant, given that she
later revealed, when I was really (young) all I wanted was a Carebear, and now Ive got 60!
Since she had longed for a Carebear, the fulfilment of this desire brought her immense
happiness. Ashley also revealed other fond memories of her late father, whose unexpected
death was described as the saddest experience of her life. Faber (2003) suggests looking at the
social and psychological factors from which the desire to fill a specific need stem from, in
order to understand the motivation for gratification-seeking behaviour. By exploring Ashleys
life story, it may be said that her current and continue love of Carebears may indirectly relate
to the memories of this peak experience of receiving her first Carebear from her much-loved
father. Ashley claimed that ever since childhood, she had always took comfort in toys.
Other comments suggested that perhaps the desire to feel positive emotions as a form of
escape from a life dominated by a mundane job may be another driver of her toy-collecting.

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Conversion and Turning Points

The conversion is conceptualised as a process whereby, as the consumptive object gains
increasing significance and importance, what was originally an externally or socially driven
involvement with the consumptive object converts into internally driven enthusiasm and
passion. This may lead to the development of reliance or addictive-like behaviours because
individuals learn (through repeated experiences of gratification) to rely on the object in his or
her future encounters of a similar problem (Davison and Neale 1986; Hirschman 1992). In
this case, Ashley has learnt to turn to toys every time she feels the need to experience
happiness, or perhaps the need to be reminded of the peak experience involving memories of
her father. This results in a form of dependency which is difficult to be terminated, and
requires repeated investments of time, energy or other resources (Taylor 1991). The findings
showed that these repeated investments led to Ashleys extraordinary acquisition of toys, and
some addictive or obsessive-compulsive elements (e.g. I get a bit crazy about it you cant
stop thinking about it until youve got it!). In this process, Ashleys involvement in toys
converted from being socially driven to an internally driven enthusiasm and passion. Her
involvement with toys began through social influences and reasons (e.g. her brother, and not
wanting to feel left out), however, as the life story interview revealed, as she grew older, her
level of passion towards toys remains at a high level, or even at an increased level, despite the
absence of social drivers. Over time, toys became personally significant to Ashley, and
although Ashleys brother (who was the key driver of her involvement with toys) has moved
overseas and ceased encouraging her toy-collecting, she continues to be extremely devoted to
her toys and her collection. This departs from the existing literature that emphasises group or
social dynamics in driving extreme loyalty and involvement with products or brands, and
suggests that fanaticism can be intensely personal and can continue to intensify even without
social support or interactions. Scammon (1987) suggested intensification occurs usually as
a result of ongoing investments that lead to deepening of commitment. This suggests that as
toys become personally important to Ashley, her commitment to them also intensifies.
Driver of Self-Sustaining Passion & Enthusiasm
The interviews showed that having undergone a conversion, the passion and enthusiasm for
the consumptive object becomes self-sustaining due to a combination of the reliance and
commitment that has been formed with the consumptive object. With Ashley, there is also a
sense of obligation or psychological trap (Taylor 1991) underlying her loyalty:
If I didnt keep collecting Id have to get rid of everything because whats the
point? If youve got all this stuff and you dont keep adding to it, then whats
the point?
The experience of psychological or dependency traps is consistent with non-marketing
literature on fanatics (e.g. Taylor 1991); this results in even greater levels of reliance and
commitment. However, the interviews showed that fanatics periodically back away from their
passion because it can become too intense to be sustained for any longer periods of time. For
example, involvement in the consumptive object may reach such high levels involving the
devotion of most of ones available energies and resources (e.g. focused onto that object at the
cost of neglecting other areas and responsibilities) that the continuation of which may lead to
negative consequences the fanatic, in most cases, retracts to avoid such circumstances.

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Usually I get a few (items) every couple of weeks I have a surge of going
into garage sales and op shops, so Ill get a few every day for a few days
(But) Ive got no room Its like youre constantly trying to find space to
display properly and because I dont have a lot of shelves and stuff because I
actually have to live in my room, sometimes it gets, I get a bit angry with
myself going, why do you have to collect so much and, you should chuck some
stuff out, and you just go, no, no, and you have this internal battle(I dont
have) space to put everything, it gets really cramped in my room and if I need
head space, I cant be thereI dont have enough time Its a never-ending
thing I need to get more shelves I need to get more room.
Ashley goes through spurts of toy acquisition (e.g. expansion and retraction of passion for
toys) as part of her struggle to balance acquisition and finding space. The driver, or booster,
is conceptualised as the influence that returns the consumer to the state of above-average
involvement with the consumptive object (but not to the extent or at the cost of neglecting
other important areas of his or her life). The interviews showed that this driver is usually a
desire to feel or experience a certain (usually) positive emotion, or to neutralise negative
emotions (e.g. in Ashleys case, perhaps to feel that the efforts already made will not go
wasted).
I love setting up toysJust looking at my Carebears that Ive displayed, I just
get so warm feeling, they look sooo good, if I can say so myself! Ive worked
for a toyshop for so long, I know how to display toys! It is an endless thing.
Its like youre constantly trying to find space to display properlyThere is no
end. None at all
Other drivers that may enhance Ashleys involvement with toys include simple reminders of
toys, e.g. seeing her Carebears or other toys that can become part of her existing collection.
The sense of satisfaction (with her own efforts) she receives from looking at her arranged
displays may also be another driver of continued passion for toy consumption. According to
Ashley, these Carebears also offer her a warm feeling, which appears to be unique and not
as easily obtainable through other means.

Conclusion
The use of life story interviews allowed us to delve into the deeper underlying motivations
and reasons behind consumption. Without spending longer lengths of time with consumers
and without learning about their lives, it is difficult to realise some of the true motivations
driving their consumption, especially because extreme loyalty to a consumptive object is
often driven by implicit needs and desires that consumers are often unaware of, or are difficult
to be articulated. Our research revealed that fanaticism can be an intensely personal
experience that continues to exist even with the lack of social support. This suggests that
marketing efforts designed to appeal to the social needs of consumers may not be effective in
sustaining continued loyalty to a brand. The discovery of a broad overarching pattern
representing the development of extreme devotion allowed the construction of a framework
for studying fanaticism, and revealed different points in which marketers may intervene to
facilitate this development and convert consumers loyalty into self-sustaining forms of
devotion and escalating commitment. For example, after first utilising social factors to
encourage ones initial contact with the brand, marketers should facilitate multiple

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experiences of gratification to encourage the development of a reliance-like attachment to its

product(s) or brand. They should also research on and implement boosters that periodically
reignite ones passion for the object or brand. Future research should adopt this framework for
other studies of fanaticism with the aim of refining this model. Research into understanding
consumer fanatics is increasingly relevant to modern organisations as it provides alternative
approaches towards building loyalty, and other marketing implications. For example, an
organisation can explore ways to curb the (arguably negative) addictive and compulsive
aspects of consumption for the benefit of consumers. Alternatively, marketers can harness it,
and encourage consumers to develop an extreme level of attachment to their product or brand.
Continued research into consumer fanaticism will also allow learning more about other
different and unique consumer-brand relationships (characterised by extreme levels of loyalty
and devotion) and the nature of these intensely personal consumption experiences that are yet
to be captured by the existing literature.

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