Steps Towards Transformative Consumer Research Practice: a Taxonomy of Possible Reflexivities

Steps towards transformative consumer research practice: a taxonomy of possible reflexivities

Dr. Shona Bettany, University of Bradford, UK

Dr. Helen Woodruffe Burton, University of Lancaster, UK

Short abstract

The aim of ACR 2005 has been articulated by the organisers as the promotion and dissemination of consumer research ‘for’ consumers.  This call asks for transformative consumer research raising the issue that  ‘Historically, the organization’s research has been impelled by the theoretical and substantive interests of academics’.   It is on this point that this paper acts to transform arguing that a transformative ethic should be enacted though consumer research praxis.  To achieve this it presents worked examples of  the practice of reflexivity in consumer research developing a taxonomy of ‘possible reflexivities’, and discusses their possibilities for  transformation of the consumer research process

Citation:

Shona Bettany and Helen Woodruffe Burton (2006) ,"Steps Towards Transformative Consumer Research Practice: a Taxonomy of Possible Reflexivities", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 227-234.