Interpreting Consumer Mythology

Levy, Sidney J.
March 1994
Marketing Management;Spring94, Vol. 2 Issue 4, p4
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.


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