Representing Consumers
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Author Description
Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. This book challenges the prevailing orthodoxies within consumer research methodology by examining representation and constructions of 'truth'. The contributors adopt a wide variety of theoretical approaches drawing on postmodernism, photography, literary theory, narratology and poetry. Subjects covered include:* crisis in representation and the representation of crisis* construction of the researcher and consumer voice* quantitative tools, multimedia and representation* advertising narratives* poetic representation of consumer experience* consumer-oriented ethnographic research.The international contributors include many distinguished experts in consumer research: Morris B. Holbrook, Russell Belk, Elizabeth C. Hirschman, Barbara Stern, Stephen Brown Dawn Iacobucci, Susan Spiggle, Craig Thompson, John F. Sherry Jr., George M. Zinkham, Kent Grayson, Eric Arnould, Jonathan E. Schroeder, Jennifer Edson Escalas and Linda Price.
Menrva's Summary
THE THESIS
This book investigates the epistemological challenges inherent in consumer research by questioning how researchers construct and represent the concept of truth. Edited by Barbara Stern, the text assembles a group of prominent scholars to critique traditional methodological orthodoxies. By applying diverse theoretical frameworks—including postmodernism, narratology, and literary theory—the contributors argue that the act of representing the consumer is a complex, subjective process rather than a purely objective data-gathering exercise.
THE SCOPE MAP
What You Will Find
- Critical analysis of the crisis in representation within social science research
- Application of literary theory and narratology to advertising and consumer narratives
- Methodological discussions on the use of photography and multimedia in ethnographic studies
- Examination of the researcher's voice and its influence on the construction of consumer identity
- Theoretical explorations of poetic and qualitative approaches to consumer experience
THE AUTHORITY PERSPECTIVE
Experts recognize this volume as a significant contribution to the postmodern turn in marketing and consumer research. Readers frequently note the academic density of the prose, highlighting it as a foundational text for scholars interested in the intersection of qualitative methodology and cultural theory.
Page Count:
0
Publication Date:
2004-01-01
Publisher:
Taylor & Francis Inc
ISBN-10:
0203386434
ISBN-13:
9780203386439
Consumers
Méthodologie
Consumer Behavior
Sociology
Nonfiction
Recherche
Marketing
Academic
Consommateurs
Methodology
