The Emperor’S New Clothes: Are We Seeing Our Subjects Clearly?

Simone Pettigrew, University of Western Australia, Australia
Referencing consumption-related themes in popular music, this paper playfully and provocatively suggests that transformative consumer research could boldly refuse to adopt the underlying assumptions of much previous consumer research and instead consider an alternative interpretation of the consumer.
[ to cite ]:
Simone Pettigrew (2011) ,"The Emperor’S New Clothes: Are We Seeing Our Subjects Clearly?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.