search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | Stern, P. |
| Title: | Deconstructive strategy and conusmer research: concepts and illustrative exemplar |
| Journal: | Journal of Consumer Research
1996 : SEP, VOL. 23:2, p. 136-147 |
| Index terms: | STRATEGY CONSUMER RESEARCH ECONOMICS |
| Language: | eng |
| Abstract: | This article introduces the application of deconstruction to consumer research by addressing three questions: What is it? How does one do it? and What contribution can it make? It briefly summarizes deconstruction's French origins and entry in American criticism and examines the key term "differance" - "difference" and "deference". The article demonstrates the role of deconstructive criticism as an agent provocateur by first presenting interpretations of an advertising exemplar - Joe Camel - from the perspectives of the New Criticism and structuralism and then performing a deconstructive reading that subverts these interpretations. |
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