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
Consumers' Journey into Access-Based Consumption
Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley
I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?
Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO