From Commerce to Catharsis: Investigating Fandom and Cathartic Consumerism

This conceptual paper explores the therapeutic and cathartic aspects of fandom-related consumption, aiming to understand how fans engage with objects related to their interests for emotional and psychological relief. A systematic review of literature on fandom, catharsis, and consumer behaviour reveals a significant gap in understanding the individualized nature of fandom-mediated cathartic consumption. The research investigates the complex and personal relationships that fans form with their objects of interest, emphasizing how these connections drive fandom-related consumption behaviour for therapeutic purposes. The study underscores the importance of comprehending the interplay between emotional and social factors in influencing consumer behaviour. For marketing and branding professionals, this understanding is crucial in enhancing customer satisfaction, loyalty, and perceived value. By acknowledging the psychosomatic relationship consumers have with brands, companies can strengthen their market position and foster deeper customer relationships. Fandoms are typically seen as collective experiences that foster social identity and community. However, this study emphasizes the often overlooked individual aspect, where fandom can contribute to personal well-being, mental health, and emotional stability through parasocial relationships and immersive experiences. Understanding these personal dynamics is essential for future research and for leveraging fandom-related consumption in marketing strategies. This paper calls for further empirical investigations into the individualized cathartic benefits of fandom-related consumption, with a particular focus on the personal bonds fans form with their idols and the therapeutic outcomes of such engagements.