Getting Lost ‘Into the Wild’: Understanding Consumers’ Movie Enjoyment Through a Narrative Transportation Approach

Wided Batat, Markus Wohlfeil

Research output: Contribution to journalArticlepeer-review

28 Citations (Scopus)
13 Downloads (Pure)


As consumers enjoy watching movies for many reasons, this paper takes an existential-phenomenological perspective to discuss movie consumption as holistic private lived experiences. By using interactive introspection, the two researchers examined their own individual private consumption experiences with the recently released movie Into the Wild (US 2007) as a complex tapestry of
interrelated factors. The introspective data indicates that a consumer’s personal engagement with the movie narrative, its characters and underlying philosophy is of particular importance for one’s enjoyment of the movie. This allows for and even enhances the consumer’s temporary feeling of complete immersion into the movie’s imaginary world.
Original languageEnglish
Pages (from-to)372-377
Number of pages6
JournalAdvances in Consumer Research
Publication statusPublished - 2009


  • film consumption
  • movie consumption
  • movie enjoyment
  • experiential consumption
  • Narrative transportation theory
  • narrative immersion
  • autoethnography
  • introspection
  • introspective research
  • Subjective personal introspection
  • interactive introspection
  • Consumer behaviour
  • Consumer Culture Theory

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