Emergence as an interpretive lens to study consumer behaviour

Demangeot, Catherine and Sankaran, Kizhekepat (2012) Emergence as an interpretive lens to study consumer behaviour. In: Asia-Pacific Advances in Consumer Research - Volume X. Association for Consumer Research.

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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.