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Author:   Suzanne Beckmann ,  Richard Elliot
Publisher:   Copenhagen Business School Press
Imprint:   Copenhagen Business School Press
Weight:   0.554kg
ISBN:  

9788763000017

ISBN 10:   8763000016
Pages:   366
Publication Date:   21 July 2000
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Philosophical and paradigmatic issues: shifting perspectives in consumer research - from buyer behaviour to consumption studies; exit, voice, loyalty and...twist - consumer research in search of the subject; interpretation as composition - debating modes of representation in marketing research. Innovations in methodology: ethnoconsumerist methodology for cultural and cross-cultural consumer research; role play and psychodrama as market research methods; closing the gap between quantitative and qualitative consumer research. Applications: reading advertising texts, understanding advertising consumption; interpreting financial service adverts; interpreting the motivational poster; the consumption of a tourist attraction; paradise lost? - consumption dreaming and denial in penal environments; the interpreter's gaze - consumption is everywhere; embodied symbolic consumption.

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