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Global proliferation of mobile technology and widespread ownership of mobile phones has ushered in a new era of behavior and patterns of consumption when using mobile phones. As a result, the way that we look at mobile consumption and its relation to the marketplace needs to be re-evaluated. As usage behaviors are being transformed, my research offers a better understanding of the consumption behaviors associated with using mobile devices in mobile environments. Through analysis of interview and mobile diary data, using liminality as a sensitizing theoretical framework, themes emerged that can help form a better understanding of how people consume and behave while using a mobile phone including Leisure Entitlement, Sociability, Anti-Structure, Communitas, Escapism, and Guilty Pleasure.

CHANGING CONSUMER EXPERIENCES AND BEHAVIORS & THE ROLE OF THE MARKETER WITHIN MOBILE ENVIRONMENTS