Researching the consumer has progressed far beyond the research for managerial implications and has become a major focus for the social sciences. In the field of marketing research, interpretive approaches to studying consumer behavior are playing an increasing role.
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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.
The book will be essential reading for students and researchers working in the fields of consumer behaviour and marketing, cultural and media studies, and sociology.
