search query: @author Thompson, C. J. / total: 7
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| Author: | Thompson, C. J. Pollio, H. R. Locander, W. B. |
| Title: | The spoken and the unspoken: A hermeneutic approach to understanding the cultural viewpoints that underlie consumers' expressed meanings |
| Journal: | Journal of Consumer Research
1994 : DEC, VOL. 21:3, p. 432-452 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER ATTITUDES CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | The article draws on the philosophical concept of the hermeneutical circle to explore the cultural viewpoints that underlie the meanings expressed by consumers. The interviews were conducted with adult female consumers. The interviews are interpreted first by the identification of an exemplary image or event that we describe as a symbolic metaphor. We show that these symbolic metaphors highlight key personal meanings that each participant ascribed to her consumer experiences. We then use a hermeneutic logic known as intertextual analysis to show that these personal meanings reflect more general cultural viewpoints that are implicity conveyed in language. |
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