Interpretive Consumer Research Paradigms, Methodologies and Applications

by Beckmann, Suzanne C.; Elliott, Richard H.

• ISBN13: 9788763000017
• ISBN10: 8763000016
• Format: Paperback
• Copyright: 2002-03-01
• Publisher: CBS Press

Summary

This book presents the wide range of conceptual and empirical approaches that are required in studies of the consumer and consumption. The model of the consumer as an individual decision-maker is being replaced with a richer perspective that situates him/her in a social and cultural location where the collective influences are balanced against the subjectivity of the consumption act.

Table of Contents

Introduction	p. 1
Philosophical and paradigmatic issues
Shifting perspectives in consumer research: From buyer behaviour to consumption studies	p. 9
"Exit, voice, loyalty and... twist:" Consumer research in search of the subject	p. 25
Interpretation as composition: Debating modes of representation in marketing research	p. 47
Innovations in methodology
Ethnoconsumerist methodology for cultural and cross-cultural consumer research	p. 87
Role play and psychodrama as market research methods: Integration of observation, interview and experiment	p. 109
Pegasus: Closing the gap between quantitative and qualitative consumer research	p. 133
Applications
Reading advertising texts, understanding advertising consumption	p. 151
Interpreting financial service adverts	p. 177
Interpreting the motivational poster: Between production and consumption	p. 193
The consumption of a tourist attraction: A modern, post-modern and an existential encounter perspective	p. 213
Paradise lost? Consumption dreaming and denial in penal environments	p. 239
The Interpreter's Gaze: Consumption is everywhere (in folk culture?)	p. 271
Embodied symbolic consumption. Phenomenological perspectives for an interpretative consumer research	p. 293
Afterword	p. 319
References	p. 321
About the contributors	p. 359
Table of Contents provided by Blackwell. All Rights Reserved.