A Critique of the Communicative Assumptions Within Consumer Behavior Research

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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.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsEric J. Arnould , Linda M. Scott
Place of PublicationProvo, UT
PublisherAssociation for Consumer Research
Publication date1999
Publication statusPublished - 1999
Externally publishedYes
Event26th Annual Conference of the Association for Consumer Research. ACR 1998 - Montreal, Canada
Duration: 1 Oct 19984 Oct 1998
Conference number: 26


Conference26th Annual Conference of the Association for Consumer Research. ACR 1998
SeriesAdvances in Consumer Research

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