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Turkle, Sherry (1995). Life on the Screen: Identity in the Age of the Internet. : Touchstone. Urry, John (2002) The Tourist Gaze. Second edition. : Sage Table 1. Taxonomy of the Consumer Imagination Form of imagination Prompts Emotion Temporal location of Abstraction Elaboration Purpose Possible outcome Example product category Fantasy Boredom/ unpleasant experience Positive Not defined Very High Very high Compensation/ Pleasure/ Escape Escapism/ Digital virtual consumption Videogames and websites, e.g. World of Warcraft (Molesworth and Denegri-Knott 2006). Picturing oneself as as someone else e.g. someone from history ( 1987) Daydream Marketing material/ Boredom/ Current concerns Positive Future High Very high Compensation/ Pleasure/ Explore/ Plan Consumption/ Resistance to consumption Cars, houses, holiday homes, travel experiences, expensive items of clothing (Belk, Ger and Askergaard 2003, d’Astous & Deschênes 2005) Relocation, greater sense of community, more time (Soper 1998; 2007) Anticipation/ Expectation Immediate concerns Positive/ Negative Near future Low Low Rehearse/ Decide Consumption Planning dinner, food shopping, getting petrol, going out to eat (Christensen 2002) Reminisce Familiar objects or events Positive Near past Low Low Pleasure/ Learn Formation of routine, or habit As nostalgia but less intense Nostalgia Objects and events from the past Positive Past High Very high Compensation/ Pleasure/ / Escapism/ Consumption Holidays, Souvenirs (Holak & Havlena 1998; Urry 2002) goods’, e.g. new VW Beetle (Rindfleisch, Freeman and Burroughs 2000). Worry Current concerns/ Unpleasant experience Negative Future/ Past Low High Plan / Avoid Consumption/ Resistance to consumption Cars, recreational possessions (Richins 1997) Buyers Regret/ Disappointment/ Dissatisfaction Immediate purchase/ or non-purchase Negative Near past Low Low Learn Consumption/ Cars, IT restaurant experiences (Keaveney, Huber and Herrmanl 2007) Branded Vs generic goods, engagement rings, gifts (Tsiros & Mittal 2000) Regret Objects and events from the past Negative Past High Very high Learn/ Plan Consumption/ Resistance to consumption As buyer’s regret but more long lasting/intense