Fanatic consumption? Reconsidering fanaticism and fandom in consumer research

"Fanatics" come in many forms. There are religious, music, movie, car, motorcycle, and sports "fanatics," to name only a few. In the past, fanatics have been studied from a third-person perspective, by looking into the life of the fanatic from an outsider's vantage point. This research argues that fanaticism should also be examined from an inside-looking-out or first-person perspective. Here the focus would be shifted to the inside, in an attempt to understand the life experiences of those labeled as fanatic from their own perspective. This insider's view should be compared and contrasted to the outside-looking-in position. Using these two complementary approaches to understanding fanaticism should illuminate the socially constructed nature of the "fanatic" label. In addition, this should lead to a more fully developed, richer, and relevant theory of fanaticism. This research intends to build upon a framework of understanding fans in order to provide managerial suggestions for reaching an understanding of all levels of enthusiasm toward or against company products, services, ideals, etc. In order to maintain both perspectives of glorifying and dismissing the extreme element, companies are forced to struggle with trying to achieve, while never reaching an equilibrium of loyalty to specific consumer segments. I intend to call attention to the way in which companies are forced to revert back and forth between fanatic individuals as good and bad. Examining fanaticism in a consumer context provides insight into the processes that lead to deeply involved commitment to lifestyles and consumer products or brands.