Date of Original Version
Disney and its spectacularly successful theme parks are analyzed through the lens of its consumers. We focus on how Disney manages the consumption experience and discuss Disney strategies from several perspectives. Disney provides a paradigm for contemporary consumption. A framework is presented to understand consumption in Disney and Disneyesque settings. Finally, we offer cautions and critiques regarding such strategies-a guide for the informed consumer.
Dholakia, Nikhilesh and Jonathan Schroeder. “Disney: Delights and Doubts.” Journal of Research for the Consumer, vol. 1, no. 2 (2001). Available at: http://jrconsumers.com/Academic_Articles/issue_2/DholakiaSchroeder.pdf.