Interpretive Consumer Research: Paradigms, Methodologies and Applications

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Interpretive Consumer Research: Paradigms, Methodologies and Applications image
ISBN-10:

8763000016

ISBN-13:

9788763000017

Released: Mar 01, 2002
Publisher: CBS Press
Format: Paperback, 366 pages
Related ISBN: 9788716134912

Description:

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.

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