Some reflections on interdisciplinary CCT research : field boundaries, social impact and the semantics of consumer vulnerability

Hamilton, Kathy and Porteous, Holly (2022) Some reflections on interdisciplinary CCT research : field boundaries, social impact and the semantics of consumer vulnerability. Journal of Marketing Management, 38 (1-2). pp. 145-157. ISSN 0267-257X (https://doi.org/10.1080/0267257X.2022.2031734)

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Abstract

In this commentary we reflect on our experiences of working together on an interdisciplinary project in which, despite our different disciplinary backgrounds, we share many overlapping research interests around themes of marginalisation, inclusion, and well-being. We consider how the labelling of people as consumers raises interesting questions about the often taken-for-granted nature of disciplinary language, and look at how researchers must balance idealistic and pragmatic concerns through processes of applying for funding, conducting research, and publishing findings. Whilst interdisciplinarity offers many benefits, it may also present challenges for early career researchers trying to establish themselves in academia. Furthermore, through combining feminist and CCT perspectives, we question what kinds of activities are valued in assessing the social impact of marketing and consumer research.

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