A Critique of the Communicative Assumptions Within Consumer Behavior Research

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

Successful communication, that is the reception of meaning by consumers as intended by marketers, underlies marketers’ very existence as well as researchers’ justification for empirical and theoretical analyses. In spite of its importance the assumed location of meaning in the communicative act varies tremendously among three major epistemological approaches (cognitive, structuralist, post-structuralist) in Consumer Behavior Research. The approaches are critiqued, and it is suggested that meaning emerges from a complex transaction between the socio-cultural competence of the reader and the kind of competence that a given text postulates in order to be read according to the author’s intentions.
OriginalsprogEngelsk
TitelAdvances in Consumer Research
RedaktørerEric J. Arnould , Linda M. Scott
UdgivelsesstedProvo, UT
ForlagAssociation for Consumer Research
Publikationsdato1999
Sider320-324
StatusUdgivet - 1999
Udgivet eksterntJa
Begivenhed26th Annual Conference of the Association for Consumer Research. ACR 1998 - Montreal, Canada
Varighed: 1 okt. 19984 okt. 1998
Konferencens nummer: 26

Konference

Konference26th Annual Conference of the Association for Consumer Research. ACR 1998
Nummer26
LandCanada
ByMontreal
Periode01/10/199804/10/1998
NavnAdvances in Consumer Research
Vol/bind26
ISSN0098-9258

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