Representing Consumers: Voices, Views and Visions, 1st Edition (Paperback) book cover

Representing Consumers

Voices, Views and Visions, 1st Edition

Edited by Barbara Stern


416 pages

Purchasing Options:$ = USD
Paperback: 9780415184144
pub: 1998-09-24
Hardback: 9780415184137
pub: 1998-09-24
eBook (VitalSource) : 9780203380260
pub: 2003-09-02
from $40.48

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Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. As a consequence, the crisis in representation which has radically reshaped understanding in the social sciences, has, so far, had very little impact on consumer research. This book redresses the balance with an investigation of representation and constructions of 'truth' in consumer research. Subjects covered include:

* construction of the researcher and consumer voice

* quantitative tools and representation

* advertising narratives

* poetic representation of consumer experience

* the crisis in the crisis concept

* consumer-oriented ethnographic research.

The essays are written by experts from Britain and the United States and draw on a broad range of theoretical approaches.

About the Series

Routledge Interpretive Marketing Research

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.

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