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Representing Consumers

Representing Consumers


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About the Book

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. "Representing Consumers" explores both the crisis in representation and the representation of crisis. Using diverse approaches, the contributors examine issues ranging from the construction of the researcher and consumer voice, and the use of quantitative tools, multimedia and representation, to advertising narratives, poetic representation of consumer experience, and 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.

Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. As a consequence, the crisis in representation which has radically reshaped understanding in the social sciences, has, so far, had very little impact on consumer research. This book redresses the balance with an investigation of representation and constructions of 'truth' in consumer research. Subjects covered include:
* construction of the researcher and consumer voice
* quantitative tools and representation
* advertising narratives
* poetic representation of consumer experience
* the crisis in the crisis concept
* consumer-oriented ethnographic research.
The essays are written by experts from Britain and the United States and draw on a broad range of theoretical approaches.


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Product Details
  • ISBN-13: 9780415184144
  • Publisher: Taylor & Francis Ltd
  • Binding: PAPERBACK
  • Height: 234 mm
  • No of Pages: 336
  • Series Title: Routledge Interpretive Market Research Series
  • Sub Title: Voices, Views and Visions
  • Width: 156 mm
  • ISBN-10: 0415184142
  • Publisher Date: 24 Sep 1998
  • Depth: 25
  • Language: English
  • Returnable: Y
  • Spine Width: mm
  • Weight: 607 gr


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