Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior

Interpreting consumer mythology: A structural approach to consumer behavior
Sidney J.Levy

Qualitative research in current marketing study usually involves focus group interviews, sometimes depth interviews, and projective techniques (Bellenger, Bernhardt, & Goldstucker, 1976). There is a resurgence of interest in the analysis of expressive verbal materials elicited by such data-gathering methods, but little contemporary marketing literature exists about such analysis. The goal of this paper is to explore and illustrate the idea that verbal materials elicited from people in the marketplace are a form of storytelling that can be analyzed as projective. The responses of a consumer telling about the purchase and use of products may be approached from varied viewpoints. Here, the remarks (the protocol) are taken ...

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