Consumer Research in the Shadow of the Towers

This presentation aims to reflect on the difficulties inherent to the study of an event such as the 9/11 attack that has deeply, sometimes tragically, affected the lives of informants. It discusses some of the commitments of the researcher, as well as the moral and ethical obligations that the researcher faces in a delicate context such as post 9/11. As such, this presentation explores the positioning of the researcher in a field of multiple and competing voices. It also considers some of the problems and contradictions of consumer research that is conducted in a context such as this one, where marketing, the commodification of the tragedy, and the aestheticization of consumption are highly criticized.


Jean-Sebastien Marcoux (2007) ,"Consumer Research in the Shadow of the Towers", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 20-22.


Jean-Sebastien Marcoux, HEC Montreal, Canada


NA - Advances in Consumer Research Volume 34 | 2007

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