Two decades ago, (macro)marketing researchers awoke to the hedonic and experiential aspects of consumption—sometimes known as fantasies, feelings, and fun or the “three Fs.” More recent literature has further extended our view toward a broadened recognition of “four Es”—experience, entertainment, exhibitionism, and evangelizing. This essay presents the third in a three-installment series reviewing each of the four Es, namely, part 4 on evangelizing.
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