Liberation (Consumer Psychology)

In Oh and Pham’s theory of consumer fun, liberation refers to the temporary sense of freedom from norms, obligations, self-consciousness, and social surveillance. Related to Goffman’s self-presentation theory and Bakhtin’s carnival concept of suspended everyday rules; operationalized by “sanctioned deviance” devices such as theme-park environments, costumes, and anonymity.

As one of the two necessary conditions for Consumer Fun, liberation alone — without accompanying Engagement (Consumer Psychology) — produces relaxation rather than fun. In experience design, the key to generating liberation is making the “zone where ordinary self-presentation is suspended” explicit and inviting.