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

Share Proceeding

Featured papers

See More


Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems

Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA

Read More


Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA

Read More


Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.