What are you a fan of? A band? Sports team? Show? Fans, fandoms, and their creative engagement and output are ubiquitous...not just in popular culture. Experiences and brands also want to stoke fan-feelings among their users. But how, and does that even work? To help us begin tackling these (and other) questions, we're joined by Cinema and Media Studies professor Dr. Paul Booth, who has written over a dozen books on fans and studying fandom, including his most recent, The Fan Studies Primer. Dr. Booth dissects the differences between the "average consumer" and a fan, why subjectivity is critical to his work, and what we as user experience researchers can learn from studying fandoms.