Reality is cheap - The value of consumer imagination

Nick Gadsby

It is fast becoming apparent that the human imagination and the fantasies it makes possible are crucial for human happiness on a day-to-day level.

Reality is cheap - The value of consumer imagination

Nick GadsbyUnited Kingdom

INTRODUCTION

We don’t really talk about imagination a great deal in the marketing, research and advertising industries. We tend to think of imagination as something that is only of value for those who work in the creative industries and that for everyone else it is little more than banal escapism. In this paper I’m going to show that all people are not just naturally imaginative, but that they spend a huge amount of their time not just using their imaginations but living in counterfactual and fantasy worlds...

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