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

By Shona M.M. Bettany and H. Woodruffe-Burton


NoThe 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

Topics: Consumers, Reflexivity, Personality, Culture, Subjectivity
Year: 2006
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Provided by: Bradford Scholars

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