Getting Lost 'Into the Wild': Understanding consumers' movie enjoyment through a narrative transportation approach

Wided Batat, Markus Wohlfeil

Research output: Contribution to conferencePaperpeer-review


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
Publication statusPublished - 2008
Event36th North American Association for Consumer Research Conference - Hyatt Regency Hotel, San Francisco, United States
Duration: 23 Oct 200826 Oct 2008


Conference36th North American Association for Consumer Research Conference
Country/TerritoryUnited States
CitySan Francisco


  • film consumption
  • movie enjoyment
  • movie consumption
  • Narrative transportation theory
  • narrative immersion
  • experiential consumption
  • autoethnography
  • introspection
  • introspective research

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