Emergence as an interpretive lens to study consumer behaviour

Demangeot, Catherine and Sankaran, Kizhekepat; Veer, Ekant and Ballantine, Paul and Ozanne, Lucie, eds. (2012) Emergence as an interpretive lens to study consumer behaviour. In: Asia-Pacific Advances in Consumer Research - Volume X. Association for Consumer Research, NZL.

Abstract

This paper demonstrates the value, for consumer research, of an emergent approach, which consists in searching for meaningful patterns among sets of fragmented and disparate consumption acts. The new knowledge it would develop can be of use to marketing managers and, because it involves retrospective sense-making, have emancipatory power for consumers.

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• Item metadata

  Item type:	Book Section
  ID code:	45580
  Dates:	Date Event 2012 Published
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	04 Nov 2013 12:05
  Last modified:	08 Apr 2024 13:06
  Related URLs:	Event
  URI:	https://strathprints.strath.ac.uk/id/eprint/45580