Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews |
Journal of Consumer Research | Oxford Academic Skip to Main Content Advertisement Oxford …

Big data can improve the profitability and competitiveness of organisations by extending
market knowledge and strategic marketing insight. However, there is a disconnect between …

Purpose–This review aims to examine how photography and video have been used in a
variety of fields. Design/methodology/approach–The paper examines how these visual …

This paper argues for an epistemological positioning of Consumer Culture Theory (CCT)
research beyond the lived experience of consumers. CCT, it is argued, brought sociocultural …

Suppose that you wanted to understand the changing meanings of the greeting cards in
twenty-first-century London. You are particularly concerned with these meanings and uses …

Many consumers consider local food a more sustainable choice than conventional food
because of the shorter transport distances involved as well as the support provided to local …

This chapter focuses on interpretive research in marketing. A particular strength of
interpretive methodologies arguably is that they focus attention on the everyday contexts of …

The practices, materials and discourses of markets and consumption are proliferating in
manners that blur conceptual boundaries commonly established between consumers and …

This paper examines the impact of consumer confusion on nutrition knowledge, literacy, and
dietary behavior. While previous research largely focuses on understanding why consumers …

The purpose of this article is to evaluate and advance tools that marketing and consumer
researchers have recently gathered from assemblage and actor–network theories. By …