TITLE

Interpreting Consumer Mythology

AUTHOR(S)
Levy, Sidney J.
PUB. DATE
March 1994
SOURCE
Marketing Management;Spring94, Vol. 2 Issue 4, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
In each issue of Marketing Management we reprint an article from a past issue of our sister publication, the Journal of Marketing. This edited version of an article by Sidney J. Levy, published in the Summer 1981 issue, classifies consumer behavior depth interviews with other kinds of story telling—as imaginative statements that can be interpreted qualitatively for their functional and symbolic content. Levy is the Charles H. Kellstadt Distinguished Professor Emeritus of Marketing, Northwestern University, Evanston, Ill.
ACCESSION #
9602160672

 

Related Articles

  • Beyond Top of Mind. Henderson, Naomi R. // Marketing Research;Fall2005, Vol. 17 Issue 3, p38 

    This article discusses the ways developed by qualitative researchers to help respondents access the drivers of their own unconscious purchasing behaviors. The most basic element in this process is using ways that allow respondents to talk about inner thoughts without feeling like they are on the...

  • UMA ABORDAGEM ALTERNATIVA PARA A PESQUISA DO CONSUMIDOR: ADOÇÃO DA CONSUMER CULTURE THEORY (CCT) NO BRASIL. de Souza, Ildembergue Leite; da Silva Gaião, Brunno Fernandes; dos Santos Silva, Joana; de Souza Leão, André Luiz Maranhão // Revista Alcance;Sep2013, Vol. 20 Issue 3, p383 

    The field of Consumer Behavior is based on an economic-cognitive perspective with a strong managerial orientation, assuming the individual as a predictable entity that is liable to influence. The 1980s brought an alternative view to this thinking: Consumer Culture Theory (CCT). This perspective...

  • WHY DON'T CONSUMERS BEHAVE ETHICALLY? THE SOCIAL CONSTRUCTION OF CONSUMPTION. Eckhurdt, Giana; Devinney, Timothy; Belk, Russell // Advances in Consumer Research;2007, Vol. 34, p12 

    Information is offered about a film presented at the ACR 2006 Film Festival at the Advances in Consumer Research North American Conference. Topics from the videography "Why Don't Consumers behave Ethically? The Social Construction of Consumption" include rationalization and consumer belief in...

  • Measuring second-hand shopping motives, antecedents and consequences. Roux, Dominique; Guiot, Denis // Recherche et Applications en Marketing (English Edition) (AFM c/;2008, Vol. 23 Issue 4, p63 

    This article aims at measuring motives toward second-hand shopping, an alternative form of buying that consumers make use of. We first define the concept of second-hand buying and describe the characteristics of the phenomenon that support a motivation- based approach. Then, we develop a...

  • Using Qualitative Techniques to Explore Consumer Attitudes: Insights From Group Process Theories. Bristol, Terry; Fern, Edward F. // Advances in Consumer Research;1993, Vol. 20 Issue 1, p444 

    Consumer researchers often use qualitative techniques (e.g.. focus groups) to examine consumer attitudes. Yet, our knowledge of the adequacy of these techniques is lacking. This paper examines several theoretical explanations of group phenomena and hypothesizes that group thought eliciting...

  • Incorporating Attributional Theory and the Theory of Reasoned Action Within an Aggective Events Theory Framework to Produce a Contingency Predictive Model of Consumer Reactions to Organizational Mishaps. Härtel, Charmine; McColl-Kennedy, Janet R.; McDonald, Lyn // Advances in Consumer Research;1998, Vol. 25 Issue 1, p428 

    Being able to predict consumers' reactions to mishaps would greatly benefit crisis management. The limited research available in this area generally uses either attribution theory or the theory of reasoned action. In this paper we critically analyze the appropriateness of these two theoretical...

  • A Framework for Explaining Multiple Request Effectiveness: The Role of Attitude Towards the Request. Ahluwalia, Rohini; Burnkrant, Robert E. // Advances in Consumer Research;1993, Vol. 20 Issue 1, p620 

    This article proposes a conceptual framework, based on the availability valence hypothesis, for explaining multiple request effectiveness (foot-in-the-door and door-in-the-face). We hypothesize that an important factor determining compliance to the target request is the attitude towards the...

  • Individual Preferences Versus Group Preferences: The Effect of Cultural Orientation on Consumer Receptivity to Customized Offers. Kramer, Thomas; Spolter-Weisfeld, Suri; Thakkar, Maneesh // Advances in Consumer Research;2006, Vol. 33 Issue 1, p462 

    This article discusses a study on the consumer reaction to customized marketing. Concepts that are explored include individual preferences as compared to collective preferences and the significance of cultural orientation regarding consumer preference. The results of the study show that there is...

  • Ethnography and Grounded Theory: A Happy Marriage? Pettigrew, Simone F. // Advances in Consumer Research;2000, Vol. 27 Issue 1, p256 

    As qualitative methods are experiencing increasing popularity in consumer research, methods are being introduced from other disciplines, particularly anthropology and sociology. Ethnography has received attention as a promising consumer research method, although it has yet to achieve mainstream...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics