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Steps towards transformative consumer research practice: a taxonomy of possible reflexivities
NoThe aim of ACR 2005 has been articulated by the organisers as the promotion and dissemination of consumer research `forÂż consumers. This call asks for transformative consumer research raising the issue that `Historically, the organizationÂżs research has been impelled by the theoretical and substantive interests of academicsÂż. 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 reflexivitiesÂż, and discusses their possibilities for transformation of the consumer research process