Wake up and smell the coffin: An introspective obituary

Stephen Brown

Journal of Business Research, 2012, vol. 65, issue 4, 461-466

Abstract: Despite decades of academic endeavor, introspection is still regarded with suspicion in marketing and consumer research. Articles predicated upon introspection are unwelcome in leading journals and its exponents are considered dissidents, outsiders, renegades, rather less than fully integrated members of scholarly society. If this regrettable situation is to change, a radical rethink is necessary. Just as services marketing and interpretive research have been reinvented as Service Dominant Logic and Consumer Culture Theory respectively, so too subjective personal introspection is badly in need of a rebrand. Failure to grasp the rebranding nettle will result in continuing neglect, renewed disregard and eventual expiry.

Keywords: Introspection; Rebranding; Death drive; Pragmatic marketing (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296311000440
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:4:p:461-466

DOI: 10.1016/j.jbusres.2011.02.011

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().