Progressing a Taxonomy of Possible Reflexivities: Guidelines For Reflexive Practice in Consumer Research

Shona Bettany, University of Bradford, UK
Helen Woodruffe-Burton, University of Lancaster and University College of St.Martins UK
Reflexivity has been identified in consumer research (Wallendorf and Brucks, 1993, Hirschman 1993, Thompson 2002) and in the wider social sciences (e.g. Wasserfall, 1993, Mauthner and Doucet, 1998, 2003) as a useful way to address power and control in the research encounter, to attend to the researcher/researched dynamic and to give insightful commentaries into the research process itself. The purpose of this paper is to develop a more structured approach to what reflexivity is and how it might be achieved. More specifically this paper progresses the authors’ recent work on researcher reflexivity which produced a formal taxonomy of the different reflexivities which might be enacted within consumer research (Bettany and Woodruffe-Burton 2005). This taxonomy has been developed further in this work and augmented with practical guidelines for the different approaches to reflexivity to guide the reflexive consumer researcher.
[ to cite ]:
Shona Bettany and Helen Woodruffe-Burton (2007) ,"Progressing a Taxonomy of Possible Reflexivities: Guidelines For Reflexive Practice in Consumer Research", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 703.