haku: @author Goulding, C. / yhteensä: 7
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| Tekijä: | Shankar, A. Elliott, R. Goulding, C. |
| Otsikko: | Understanding Consumption: Contributions from a Narrative Perspective |
| Lehti: | Journal of Marketing Management
2001 : APR, VOL. 17:3-4, p. 429-454 |
| Asiasana: | CONSUMPTION CONSUMERS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | In this paper the authors outline the contribution of a narrative perspective for theory and method in consumer research. Narratives are considered to be a fundamental way by which we structure and therefore make sense of our lives. Accordingly, narratives have the potential to contribute to our understanding of how consumers structure and make sense of their consumption experiences. The authors also develop a narrative paradigm and demonstrate how an understanding of narrative can underpin the three paradigmatic questions of ontology, epistemology and methodology. The authors include throughout a discussion of the implications of their perspective for consumer research and marketing in general. |
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