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
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