Reflections on a reimagined future for consumer research

Hewer, Paul (2024) Reflections on a reimagined future for consumer research. Journal of Marketing Management. ISSN 0267-257X (In Press) (https://doi.org/10.1080/0267257X.2024.2346005)

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Abstract

The opportunity to comment upon both Craig Thompson’s and Russell Belk’s work is a welcome one as it allows me to refocus upon a number of ideas which are stimulated by their ideas. Here I shall initially focus upon some reflections on Belk’s classic work (1988) alongside thoughts stimulated by Craig’s piece (2024) as central to both I believe is a notion of consumer ontology, which to me is about being-in-the-world but also about our current conjuncture.

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