An Anxiety of Absence and Agency: the Legitimacy of Textual Analysis in Consumer Research

We suggest that ICR has essentially come to be distilled into two main approaches: phenomenology and discourse. Of these two approaches the phenomenological tradition is predominant. We discuss some of the reasons why interpretivists have favoured phenomenology over discourse by tracing the linage of ICR within the marketing. One of the features of much discourse based consumer research is the relative absence of the consumers’ voice, demoted to simply one type of discourse among others with no essential significance. This demotion of the consumer-agent is, we would argue, more problematic for marketing than for other areas of management studies.


James Fitchett and Robert Caruana (2011) ,"An Anxiety of Absence and Agency: the Legitimacy of Textual Analysis in Consumer Research ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 50-51.


James Fitchett, University of Leicester, UK
Robert Caruana, University of Manchester, UK


E - European Advances in Consumer Research Volume 9 | 2011

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