Interpretive Consumer Research
Published on 11. April 2008
130 pages
978-1-84663-853-4 (ISBN)
Description
In the field of qualitative market research, interpretive approaches to studying consumer behavior are playing an increasing role. This e-book addresses a variety of different themes within interpretivist consumer research, including, discourse analysis, collaborative interpretive consumer research, semiotic analysis and narrative analysis focusing on YouTube.
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Content
- Cover
- CONTENTS
- EDITORIAL ADVISORY AND REVIEW BOARD
- Everything you always wanted to know about interpretive consumer research but were afraid to ask
- Rhetorical issues in writing interpretivist consumer research
- Reflections on collaboration in interpretive consumer research
- Small versus big stories in framing consumption experiences
- Beyond semiotics and hermeneutics
- A semiotic analysis of nostalgia as a connection to the past
- YouTube: an opportunity for consumer narrative analysis?
- Introducing structuration theory in communal consumption behavior research
