Zooming in While Zooming Out: How a Consumption Context Animates a Macro-Focus Investigation and Stimulates New Opportunities For Theoretical Insights
We discuss and illustrate how a unique context matters for theory development by challenging the prevalent—individual or microsocial—level of analysis linked to particular constructs and shifting it to a macrosocial level, thereby breaking free of inherent assumptions and deriving new opportunities for theoretical insights in consumption research.
Katja H. Brunk and Benjamin J. Hartmann (2014) ,"Zooming in While Zooming Out: How a Consumption Context Animates a Macro-Focus Investigation and Stimulates New Opportunities For Theoretical Insights ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 255-259.
Katja H. Brunk, ESMT, Berlin, Germany
Benjamin J. Hartmann, Jönköping University, Sweden
NA - Advances in Consumer Research Volume 42 | 2014
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