A Hermeneutic Appreciation of the Performative Role of Language in Consumer Research

This paper aims to contribute to our understanding of the performative role of language from a hermeneutic perspective. Drawing on the work of Hans-Georg Gadamer, I discuss the linguisticality of understanding in hermeneutic philosophy. I purport that meanings are dialogically negotiated and are therefore an accomplishment of language. I illustrate how ‘language game’ is implicated in the interview dialogue I conducted with ambivalent potential donors, who find themselves having to negotiate their marginalized standpoint against the normative grain, which sanction giving organs to being a ‘good citizen’. In so doing, this paper demonstrates ‘how’ meanings are arrived at in a conversation and how members of a linguistic community manage personal stakes and identities in a dialogue.


Ai-Ling Lai (2011) ,"A Hermeneutic Appreciation of the Performative Role of Language 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: 52.


Ai-Ling Lai, University of Leicester, UK


E - European Advances in Consumer Research Volume 9 | 2011

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