Emergence As an Interpretive Lens to Study Consumer Behavior
This paper demonstrates the value, for consumer research, of an emergent approach, which consists in searching for meaningful patterns among sets of fragmented and disparate consumption acts. The new knowledge it would develop can be of use to marketing managers and, because it involves retrospective sense-making, have emancipatory power for consumers.
Citation:
Catherine Demangeot and Kizhekepat Sankaran (2012) ,"Emergence As an Interpretive Lens to Study Consumer Behavior", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 302-304.
Authors
Catherine Demangeot, University of Strathclyde
Kizhekepat Sankaran, University of Strathclyde
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
Share Proceeding
Featured papers
See MoreFeatured
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
Featured
Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example
Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore
Featured
Testing Theories of Goal Progress within Online Learning
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA