Postmodern Consumer Research: The Study of Consumption as Text

Postmodern Consumer Research: The Study of Consumption as Text

by Elizabeth C. Hirschman, Morris B. Holbrook
     
 

ISBN-10: 0803947429

ISBN-13: 9780803947429

Pub. Date: 08/05/1992

Publisher: SAGE Publications

The methodological choices now confronting consumer researchers are daunting and for many years, researchers have wrestled with issues related to the nature of knowledge in the study of consumption phenomena. The authors of this book examine the philosophies and methods of consumer research both objectively and subjectively. First, they present philosophical

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Overview

The methodological choices now confronting consumer researchers are daunting and for many years, researchers have wrestled with issues related to the nature of knowledge in the study of consumption phenomena. The authors of this book examine the philosophies and methods of consumer research both objectively and subjectively. First, they present philosophical concepts regarding the origin and content of knowledge relevant to consumer-behaviour phenomena. They then go on to consider a set of research methods aimed at implementing inquiry from the viewpoint of each particular philosophical perspective. In conclusion they discuss criteria for evaluating research conducted using the various methods.

Product Details

ISBN-13:
9780803947429
Publisher:
SAGE Publications
Publication date:
08/05/1992
Series:
Association for Consumer Research Series, #1
Pages:
152

Table of Contents

Prefacevii
1.Introduction1
From Dualism to Interactionism and Communalism3
A Continuum of Philosophical Positions7
Part 1The Philosophies
2.Empiricism13
Commonsense Empiricism13
Logical Empiricism14
3.Socioeconomic Constructionism17
Marxism18
Mannheim's Sociology of Knowledge20
Ethnomethodology23
Genetic Structuralism25
4.Interpretivism29
Hermeneutics29
Semiotics32
Structural Criticism34
5.Subjectivism37
Phenomenology37
Existentialism39
6.Rationalism43
Fichte-Kant45
Jung47
Part 2Methods
7.From Philosophy to Methodological Assumptions51
Socialization52
Texts55
Vocality57
Interpretation58
Preview59
8.Empiricism (Reflection of the Text)63
9.Rationalism (Creation of the Text)67
10.Socioeconomic Constructionism (Systematization of the Text)75
11.Interpretivism (Translation of the Text)83
From the Common Culture of Consumption to a Scientific Subculture84
From One Scientific Subculture to Another86
From Culture to Culture86
The General Interpretive Strategy87
12.Subjectivism (Construction of the Text)93
Phenomenological Strategies94
Existentialist Strategies101
Psychoanalytic Strategies104
Part 3Evaluating Research
13.Be Gentle With the Text111
References127
Index137
About the Authors145

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