Summary
Contents
Subject index
Published in cooperation with the Association for Consumer Research “A clearly written and useful work. Their book lays out organizing principles that delineate the underlying epistemologies current in consumer research, providing insightful exposure to philosophical positions and associated research methods for both the experienced researcher and the novice…. The book provides insight into current epistemologies and associated methods and is an important resource for all consumer behavior researchers. It should be taken as a starting point for delving into and understanding consumer research, a springboard that directs the researcher to relevant theorists and provides a framework for assessing research perspectives.” --Journal of Marketing Research The methodological choices now confronting consumer researchers are daunting. For many years, researchers have wrestled with issues related to the nature of knowledge in the study of consumption phenomena. In Postmodern Consumer Research, Elizabeth C. Hirschman and Morris B. Holbrook examine philosophies and methods of consumer research along an objectivist-subjectivist continuum. First, they present philosophical concepts regarding the origin and content of knowledge relevant to consumer-behavior phenomena. Then, they consider a set of research methods aimed at implementing inquiry from the viewpoint of each particular philosophical perspective. They conclude by discussing criteria for evaluating research conducted using the various methods and argue for increased collegial harmony and temperance. An invaluable contribution to the field, this volume will interest researchers, professionals, and students in the areas of management, qualitative research, organizational studies, and research methods.
Socioeconomic Constructionism (Systematization of the Text)
Socioeconomic Constructionism (Systematization of the Text)
Consumer research strategies under Condition B in Figure 7.1 assume that the world consists of a socially constructed and consensually validated common body of knowledge and that both the researcher and the text under investigation come from this same socially constructed world. Therefore, the researcher interprets the text of interest (e.g., a consumer-purchasing behavior, a movie, a series of advertisements) using knowledge structures drawn from the surrounding society and its shared reality.
This research strategy echoes the assumptions of ethnomethodology and the true consciousness of Marxism. As Leiter (1980) notes, “Ethnomethodologists have their reasons for studying commonsense knowledge.”
The main rationale is the fact that social reality is constituted through [this] meaning and people's meaning-endowing ...
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