Understanding Consumption: Contributions from a Narrative Perspective
In this paper we outline the contribution of a narrative perspective for theory and method in consumer research. Narratives are considered to be a fundamental way by which we structure and therefore make sense of our lives. Accordingly, narratives have the potential to contribute to our understanding of how consumers structure and make sense of their consumption experiences. We also develop a narrative paradigm and demonstrate how an understanding of narrative can underpin the three paradigmatic questions of ontology, epistemology and methodology. We include throughout a discussion of the implications of our perspective for consumer research and marketing in general.