Zooming in While Zooming Out: How a Consumption Context Animates a Macro-Focus Investigation and Stimulates New Opportunities For Theoretical Insights

Katja H. Brunk, ESMT, Berlin, Germany
Benjamin J. Hartmann, Jönköping University, Sweden
We discuss and illustrate how a unique context matters for theory development by challenging the prevalent—individual or microsocial—level of analysis linked to particular constructs and shifting it to a macrosocial level, thereby breaking free of inherent assumptions and deriving new opportunities for theoretical insights in consumption research.
[ to cite ]:
Katja H. Brunk and Benjamin J. Hartmann (2014) ,"Zooming in While Zooming Out: How a Consumption Context Animates a Macro-Focus Investigation and Stimulates New Opportunities For Theoretical Insights ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 255-259.