Dr. Seuss’ simple and beautiful poetry artfully communicates a basic truth. Human beings are not content simply to lie in bed, to walk a straight line, or to milk a regular type of cow. They constantly seek new experiences. More important than the mere provision of these experiences, however, is the role of imagination in their enactment (Sherry, 2005). The characters in Dr. Seuss’ stories – as in so many other children’s fables from Peter Pan to

n Consumers co-create their consumption experiences with producers.