Conversations of Ethics Between Consumers: a Hermeneutic Study

There has been a growing body of research on consumer ethics. This body of research includes theoretical work, model and scale development and empirical testing. This literature, however, has been almost exclusively positivistic and quantitative. Through a hermeneutic analysis of actual, naturally-occurring consumer discussions, this present research explains the dynamics of how consumers explain their ethical views, the role of emotions – anger, frustration and humor -- in this discussion, and the implications for further research.


Dave Bussiere (2011) ,"Conversations of Ethics Between Consumers: a Hermeneutic Study", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 158-162.


Dave Bussiere, University of Windsor, Canada


E - European Advances in Consumer Research Volume 9 | 2011

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