Representing Consumers: Voices, Views and Visions

Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. This book challenges the prevailing orthodoxies within consumer research methodology by examining representation and constructions of truth . The contributors adopt a wide variety of theoretical approaches drawing on postmodernism, photography, literary theory, narratology and poetry. Subjects covered include: crisis in representation and the representation of crisis; construction of the researcher and consumer voice; quantitative tools, multimedia and representation; advertising narratives; poetic representation of consumer experience; and consumer-oriented ethnographic research.