Appreciating Guns: A Marketers Perspective
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This paper is part of a larger long-term study exploring product definitions, consumer motives and social interaction using Australian firearm consumption as the case. Nine years of ethnographic research demonstrates the multi-faceted nature of what is a niche cloistered consumption activity. The findings show that shooters not only love their guns, but appreciate specific aspects of the product; namely, mechanical precision, mechanical potential, martial potential, nostalgic symbolism, recreation and functional utility. Notwithstanding, shooters also value firearms for the opportunity to derive a sense of self, through cathexis, contamination and self-extension.
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