Perspectives On Methodology In Consumer Research

Methodological advances in consumer behavior are increasing rapidly. We can characterize these advances by work in two logically separate but functionally related areas: (a) the philosophical underpinnings of our methods, and (b) the analytic strategies for examining the phenomena of interest in the field. An important aspect in communicating these advances is the demonstration of their use on focal problems in consumer behavior. Current research strategies and analytic techniques in the field of consumer research reflect the dominant logical empiricist epistemology. The develop ment of new epistemologies (e.g., scientific relativism, hypothetical realism), however, is likely to modify the dominant logical empiricist approach and is also likely to influence the analytic strategies used to conduct research. For instance, with the increased awareness of scientific relativism and hypothet ical realism, greater emphasis is anticipated for idiographic rather than nomo thetic designs, for observational rather than experimental designs, for process rather than static analyses, and for more sophisticated techniques for summariz ing findings across studies. The major theme underlying this volume is that conceptual, analytic, and sub stantive diversity are essential for consumer behavior research to advance. Col lectively, the chapters we present in this volume are a diverse set of perspectives for the study of consumer behavior. This volume is organized into three parts: (1) philosophical orientations toward consumer behavior research, (2) analytic strategies for consumer behavior research, and (3) applications of these orientations and strategies to current research areas.

Research in Consumer Behaviour presents the latest research, theory and methods in the field of consumer behavior. Consumption is broadly construed to include the processes surrounding the acquisition, use and disposition of consumer goods, services and ideas. Both qualitative and quantitative approaches are represented in empirical papers and conceptual papers include differing philosophical orientations. Occasionally special topical volumes devoted to important emerging ideas of consumer research are published. All papers are peer-reviewed. Contributors, readers, and reviewers come from throughout the English-speaking world and from multiple disciplines. These disciplines include marketing, sociology, anthropology, psychology, communications, and others. Papers are accordingly expected to be free of narrow disciplinary jargon and to draw upon the increasingly broad consumer research literature. While papers are often based on a single culture, a global and cultural orientation is expected. The orientation of the series is to advance understanding of consumption issues from a theoretical and societal perspective rather from a more applied managerial perspective. Studies of both macro and micro consumption issues are encouraged as well as issues of significance in both more and less affluent parts of the world. This volume reflects a number of current trends in consumer research. It is interdisciplinary in focus and in the backgrounds of the contributors. The book is cross-cultural by the same criteria, focusing on basic issues such as the nature of consumer desire, development of consumer culture, consumer behavior over the life course, collecting behavior, and effects of consumption on the environment. Recent trends in consumer research methodology (visual elicitation) and focus (sports, art, popular culture) are all reflected.

Published in cooperation with the Association for Consumer Research "A clearly written and useful work. Their book lays out organizing principles that delineate the underlying epistemologies current in consumer research, providing insightful exposure to philosophical positions and associated research methods for both the experienced researcher and the novice. . . . The book provides insight into current epistemologies and associated methods and is an important resource for all consumer behavior researchers. It should be taken as a starting point for delving into and understanding consumer research, a springboard that directs the researcher to relevant theorists and provides a framework for assessing research perspectives." --Journal of Marketing Research The methodological choices now confronting consumer researchers are daunting. For many years, researchers have wrestled with issues related to the nature of knowledge in the study of consumption phenomena. In Postmodern Consumer Research, Elizabeth C. Hirschman and Morris B. Holbrook examine philosophies and methods of consumer research along an objectivist-subjectivist continuum. First, they present philosophical concepts regarding the origin and content of knowledge relevant to consumer-behavior phenomena. Then, they consider a set of research methods aimed at implementing inquiry from the viewpoint of each particular philosophical perspective. They conclude by discussing criteria for evaluating research conducted using the various methods and argue for increased collegial harmony and temperance. An invaluable contribution to the field, this volume will interest researchers, professionals, and students in the areas of management, qualitative research, organizational studies, and research methods.

This book presents the wide range of conceptual and empirical approaches that are required in studies of the consumer and consumption. The model of the consumer as an individual decision-maker is being replaced with a richer perspective that situates him/her in a social and cultural location where the collective influences are balanced against the subjectivity of the consumption act.

Methods for Consumer Research, Volume One: New Approaches to Classic Methods brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking, a fundamental principle of consumer science, consumer segmentation, and the influence of extrinsic product characteristics, such as packaging and presentation on consumer liking. In conjunction with the second volume, which covers alternative approaches and special applications, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. And, with examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies. Presents a fully comprehensive coverage of the latest developments in the classical methodologies of consumer research Provides examples of successful application of the methodologies presented Includes focus groups and social media discussions Encompasses consumer segmentation, with a focus on psychographics and genetics