The Long View: Using Oral History Methods in Cross-Generational Research

Andrea Davies, University of Leicester, UK
Richard Elliott, University of Bath, UK
A case analysis of oral-history methodology is applied to on-going research charting the evolution of symbolic brands and brand choice across (within) 3 generations of women (ESRC:RES-000-22-0863). 20 family-sets of grandmothers, mothers and daughters enable empirical attention to the methodological benefits and barriers of oral-history methods used in a longitudinal manner. Oral-history is shown as useful to critically re-evaluate the origins of mass consumer culture, locate historically our theories of brand loyalty and cross-generational influence, and highlight the contemporary neglect and a rationale for why consumer researchers should systematically archive consumer voices to enable future historical re-inquiries of their theories.
[ to cite ]:
Andrea Davies and Richard Elliott (2008) ,"The Long View: Using Oral History Methods in Cross-Generational Research", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research.