Representing Consumers: Voices, Views and Visions (Routledge interpretive market research series) Book

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 Consumers explores 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.Read More