Figure 5
The diagram shows six nested semicircles stacked from largest at the top to smallest at the bottom, forming a layered funnel shape. Each layer represents a stage and is labeled with text. The outermost layer reads “Stage 1: Call to adventure”, followed by “Stage 2: Transformation”, “Stage 3: Return”, “Stage 4: Tale”, “Stage 5: Fellowship”, and the smallest inner layer labeled “Stage 6: Legacy”. At the very bottom, beneath the smallest layer, a small circle contains a question mark.Six stages of the consumer transformation process. Source: Authors’ own