The Dark Side of Consumer Fanaticism

Research has shown that some products and brands have 'fanatical' followers who remain highly enthusiastic, devoted, and whose loyalty remains unwavering despite countersupportive facts / information, or persuasive arguments to switch. While many organisations would benefit from having such devoted 'fans' within its customer base, some authors have pointed to the detriments associated with such rigidity, inflexibility, and dogmatism. This paper explores this 'darker' side of consumer fanaticism and its potential negative consequences. Data was collected via long in-depth interviews with six highly loyal consumers and their significant others. The findings revealed potential personal and social detriments, most notably in relation to negative feelings associated with struggles of selfcontrol, financial issues, and negative impact on relationships with others.