Interpretive consumer research : paradigms, methodologies & applications
著者
書誌事項
Interpretive consumer research : paradigms, methodologies & applications
Handelshøjskolens Forlag , Distribution, Munksgaard, 2000
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注記
Includes bibliographical references (p. [321]-358)
内容説明・目次
内容説明
Researching the consumer has progressed far beyond the research for managerial implications and has become a major focus for the social sciences. In the field of marketing research, interpretive approaches to studying consumer behaviour are playing an increasing role. 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. The book will be useful reading for students and researchers working in the fields of consumer behaviour and marketing, cultural and media studies, and sociology.
目次
- Philosophical and paradigmatic issues: shifting perspectives in consumer research - from buyer behaviour to consumption studies
- "exit, voice, loyalty and...twist" - consumer research in search of the subject
- interpretation as composition - debating modes of representation in marketing research. Innovations in methodology: ethnoconsumerist methodology for cultural and cross-cultural consumer research
- role play and psychodrama as market research methods
- closing the gap between quantitative and qualitative consumer research. Applications: reading advertising texts, understanding advertising consumption
- interpreting financial service adverts
- interpreting the motivational poster
- the consumption of a tourist attraction
- Paradise lost? - consumption dreaming and denial in penal environments
- the interpreter's gaze - consumption is everywhere
- embodied symbolic consumption.
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