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.


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.


Catherine Demangeot, University of Strathclyde
Kizhekepat Sankaran, University of Strathclyde


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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