Interpreting the Past, Writing the Future

Authors: Avi Shankar; Maurice Patterson

Source: Journal of Marketing Management, Volume 17, Numbers 5-6, June 2001 , pp. 481-501(21)

Publisher: Westburn Publishers Ltd

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Abstract:

Using the metaphor of Homer's Odyssey, this paper provides a characterization of the development of interpretive consumer research. Initially this development is shown to have been circumscribed by the machinations of positivism. However, following the disruptive influences of postmodernism/post-structuralism, issues such as methodological pluralism, reflexivity and representation are considered to signify the way forward to an interpretive consumer research with confidence in its axioms.

Document Type: Research article

DOI: 10.1362/026725701323366890

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