Cct Research: Methodological Mythologies and Future Challenges

My presentation covers two topics. First, I will illustrate one reason I support the idea of re-thinking how we categorize research that has been called “postmodern,” “interpretivist,” etc. I will deflate a myth that this research is associated with a single set of (non-quantitative) methods, and why it is important that such research be included as part of the CCT tradition. Second, I will list several hurdles that need to be overcome to enhance the impact of CCT research. I will propose four important hurdles, hoping that the discussion can focus on a) whether these are in fact hurdles, b) whether they are the most serious hurdles, and c) what can be done about whatever hurdles we are facing.


Eric Arnould, Craig Thompson, Kent Grayson, and Jean-Sebastien Marcoux (2005) ,"Cct Research: Methodological Mythologies and Future Challenges", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 604-607.


Eric Arnould, University of Nebraska
Craig Thompson, University of Wisconsin
Kent Grayson, Northwestern University
Jean-Sebastien Marcoux, HEC Montreal


E - European Advances in Consumer Research Volume 7 | 2005

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