haku: @author Holbrook, M. B. / yhteensä: 33
viite: 10 / 33
| Tekijä: | O'Shaughnessy, J. Holbrook, M. B. |
| Otsikko: | Understanding consumer behaviour : the linguistic turn in marketing research. |
| Lehti: | Journal of the Market Research Society
1988 : APR, VOL. 30:2, p. 197-223 |
| Asiasana: | MARKETING RESEARCH SEMIOLOGY LINGUISTICS CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | The role of language in shaping the nature and meaning of social behavior is discussed. Historic background of the subject is outlined. Literature is reviewed. The emerging popularity of interpretive approach is explained and discussed. Views and opinions are compared. The case of cola drinking is presented as an illustration. The organization of the consumption experience is described. Limitations of the interpretive approach are highlighted. The potential role for hermeneutic and semiotic analysis in the understanding of consumer behavior is outlined. A linguistic turn is expected in marketing research. |
SCIMA