THE SELF-ILLUSION OF THE UNFORGETTABLE AESTHETIC EXPERIENCE Jordi López-Sintas, a* Ercilia García-Álvarez, b Elena Pérez-Rubiales c a Jordi López Sintas has a PhD in business economics and is a full professor in marketing and consumer research at the Universitat Autònoma de Barcelona. He is the director of the Centre for Studies and Research in Humanities at the Universitat Autònoma de Barcelona and is the principal investigator of the Consumption, Markets and Culture research group 2009-SGR-411. He is cofounder and vice-president of ESPACUAL (Spanish Association for the Advancement of Qualitative Research). He has published in several international journals, among them Poetics, the European Sociological Review, Social Forces, Field Methods and the Family Business Review. Address: Edifici B, 08193-Bellaterra (Barcelona), Spain. Tel: +34 935812270. Fax: +34 935812555. E-mail: jordi.lopez@uab.es b Ercilia García Álvarez has a PhD in business economics and is the Serra Hunter professor of management at Universitat Rovira i Virgili, Tarragona, Spain. She is a senior researcher at the Centre for Studies and Research in Humanities at the Universitat Autònoma de Barcelona and member of the Consumption, Markets and Culture research group 2009-SGR-411. She is a fellow of the Family Firm Institute of Boston (USA) and cofounder and president of ESPACUAL (Spanish Association for the Advancement of Qualitative Research). She has published in several international journals, among them Poetics, the European Sociological Review, Social Forces, Field Methods and the Family Business Review. Address: C/ Joanot Martorell, s/n, 43007- Tarragona, Spain. Tel: +34 977395296. Fax: +34 977392939. E-mail: mariaercilia.garcia@urv.cat 1