Representing Consumers

by Stern,Barbara; Stern,Barbara

• ISBN13: 9780415184137
• ISBN10: 0415184134
• Format: Hardcover
• Copyright: 1998-11-10
• Publisher: Routledge

Summary

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 Consumersexplores 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.

Table of Contents

List of plates	viii	(1)
List of figures	ix	(1)
List of tables	x	(1)
List of poems	xi	(1)
List of contributors	xii
Introduction: The problematics of representation	1	(24)
BARBARA B. STERN
PART I Researchers and representation	25	(58)
1 The icons of consumer research: using signs to represent consumers' reality	27	(17)
KENT GRAYSON
2 Quantitative tools and representation	44	(11)
DAWN IACOBUCCI
3 Narratological analysis of consumer voices in postmodern research accounts	55	(28)
BARBARA B. STERN
PART 2 Representation and verbal data	83	(108)
4 Daring consumer-oriented ethnography	85	(42)
ERIC ARNOULD
5 Living the texts of everyday life: a hermeneutic perspective on the relationships between consumer stories and life-world structures	127	(29)
CRAIG THOMPSON
6 Creating the frame and the narrative: from text to hypertext	156	(35)
SUSAN SPIGGLE
PART 3 Representation and pictorial data	191	(74)
7 Consuming representation: a visual approach to consumer research	193	(38)
JONATHAN E. SCHROEDER
8 Journey to Kroywen: an ethnoscopic auto-auto-auto-driven stereographic photo essay	231	(34)
MORRIS B. HOLBROOK
PART 4 Pragmatics, innovation, and critical issues	265	(128)
9 Advertising narratives: what are they and how do they work?	267	(23)
JENNIFER EDSON ESCALAS
10 Poetry and representation in consumer research: the art of science	290	(18)
BARBARA B. STERN
POEMS BY GEORGE M. ZINKHAN
JOHN F. SHERRY, JR.
11 Multimedia approaches to qualitative data and representations	308	(31)
RUSSELL W. BELK
12 Conducting the choir: representing multimethod consumer research	339	(26)
LINDA L. PRICE
ERIC ARNOULD
13 Unlucky for some: slacker scholarship and the well-wrought turn	365	(19)
STEPHEN BROWN
14 Afterwords: some reflections on the mind's eye	384	(9)
ELIZABETH C. HIRSCHMAN
Index	393