Interpreting the Past, Writing the Future

Avi Shankar, Maurice Patterson

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)481-501
Number of pages21
JournalJournal of Marketing Management
Volume17
Issue number5-6
DOIs
Publication statusPublished - 1 Jun 2001

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