Disney: Delights and Doubts

Authors

Nikhilesh Dholakia, University of Rhode IslandFollow
Jonathan Schroeder

Document Type

Article

Date of Original Version

2001

Abstract

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.

Citation/Publisher Attribution

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.

Publisher Statement

Copyright the Journal of Research for Consumers 2001.