TY - JOUR
T1 - Interpreting the Past, Writing the Future
AU - Shankar, Avi
AU - Patterson, Maurice
N1 - Publisher Copyright:
© 2001, Copyright Taylor & Francis Group, LLC.
PY - 2001/6/1
Y1 - 2001/6/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=18344395240&partnerID=8YFLogxK
U2 - 10.1362/026725701323366890
DO - 10.1362/026725701323366890
M3 - Article
AN - SCOPUS:18344395240
SN - 0267-257X
VL - 17
SP - 481
EP - 501
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 5-6
ER -