From Marketing Screens to Mall Shopping the Structure of Consumer Response

Mapping our way through consumer understanding as an actively interpreting audience of globally brandscaped space-time in digital media and downtown malls requires that we rethink communication concepts originating in positivist theory implying a viewer's passive response. Philosophy is a plausible source for this reshaping of investigative ideas. The paper draws upon hermeneutic phenomenology ('understanding understanding') to develop a processual model of Malaysian multi-cultural response to YouTube video on telecommunications as well as to the 'You' shaped ego-positioning address characterising selling in malls. For these are analogous instances of how we make interpretive sense of surroundings.


Tony Wilson (2011) ,"From Marketing Screens to Mall Shopping the Structure of Consumer Response", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 45-46.


Tony Wilson, University Malaysia Sarawak, Malaysia


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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