|
Showing 1 - 3 of
3 matches in All Departments
"Once again, Morris B. Holbrook has combined insightful commentary on the field of consumer behavior with a readable and enjoyable writing style. A must read for anyone interested in the latest thinking in the field." Ron Hill, Professor and Chair of Marketing, Villanova University "A delightfully idiosyncratic history of consumer research. What enthralled readers will get from his stylish exposition is a socio-psychocultural description of the consumer through the ages, along with a description of attempts to understand the consumer. Scholarly yet readable, Holbrook's history is a classic study of consumerism too. Editor's Choice." --Business Today In recent years, consumer research has emerged as an academic specialty of growing concern to marketing scholars and of increased importance on today's university campuses. Courses on consumer behavior--taught in virtually every academic program of business or management--draw heavily on work by consumer researchers. Despite this wide and growing recognition as an emergent area of study, no book appears to exist on the history, nature, and types of consumer research or on the variegated and often hotly debated issues that surround this field of inquiry. Consumer Research fills this gap by providing an account of the recent historical developments in consumer research and by showing how the evolution of this discipline has affected the research. The author offers a personal and subjective glance at how various changes in the field have come about and how they have shaped studies of consumption. Marketing scholars, graduate students, and upper-level undergraduates concentrating in marketing will find Consumer Research irresistible reading.
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.
|
|