Eliciting and Analyzing Collective Narratives For Theory Building in Consumer Research

Narratives not only reflect who we are and how we interact, but they also construct, perform, and affect us. Analyzing collectively-told consumption narratives allows researchers access to the processes of co-construction that characterize marketing concepts such as collective goals, group decision-making, and relational identity. The authors outline the key choices involved in the research process and provide an illustrative study. Important advantages of the method include producing interactional data; moving beyond the dyad; generating multi-level data (collective, relational, and individual); assessing non-verbals; and demonstrating the flexibility to use different types of analyses, depending on the study’s research questions.


Amber Epp and Linda Price (2011) ,"Eliciting and Analyzing Collective Narratives For Theory Building 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: 85-86.


Amber Epp, University of Wisconsin-Madison, USA
Linda Price, University of Arizona, USA


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

Read More


Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More


The Effects of Being Time Poor and Time Rich on Happiness

Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.