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Deconstructing consumer behaviour: theory and practice.

Marsden, Dave (2001) Deconstructing consumer behaviour: theory and practice. Journal of Consumer Behaviour, 1 (1). pp. 9-21. ISSN 1472-0817

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Abstract/Description

This paper challenges the conventional opposition, or distinction, between consumer behaviour theory and practice. This binary dualism, it is argued, is predicated on a simplistic ‘either/or’ logic that ignores the effects theory and practice have on each other. Furthermore, it obscures a hierarchical relationship between academic researchers and marketing practitioners in which basic research is more dominant and privileged than applied research. In response to these criticisms, an alternative ‘both/and’ logic is proposed for exploring the interrelationships between consumer behaviour theory and practice and new social relations among consumer researchers

Item Type: Article
Print ISSN: 1472-0817
Uncontrolled Keywords: Consumer bahaviour; basic/applied research; deconstructionism;
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Item ID: 5007
Depositing User: Mrs Lyn Gibson
Date Deposited: 23 Feb 2012 13:42
Last Modified: 30 Apr 2013 11:02
URI: http://researchrepository.napier.ac.uk/id/eprint/5007

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