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.



Citation:

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.

Authors

Tony Wilson, University Malaysia Sarawak, Malaysia



Volume

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



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