Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’

Imaginative pleasure through daydreaming has been theorized to be important in understanding the experience of desire and as a factor in escalating consumption. However, there is a risk this underplays the range of potentially immersive and intense experiences of daydreaming, prior to and independent of the purchase or use of marketplace commodities. Drawing on in-depth interviews, participant diaries and projective techniques, this study brings empirical data to extant conceptual work on the consumer imagination to examine the variety of consequences of elaborate daydreaming for commodity acquisition. We suggest that it need not necessarily perpetuate or expand ‘actual’ consumption but may instead engender a longer, more reflective, pleasurable and meaningful experience from which purchase or acquisition may never materialize. Our study challenges accepted theories that associate daydreaming with consumerism or see it as an inevitable precursor to consumer disappointment, while shining a more positive light on the role of fantasizing in shaping consumers’ decisions.