A Tutorial in Consumer Research: Process Theorization in Cultural Consumer Research

Markus Giesler and Craig J. Thompson

Journal of Consumer Research, 2016, vol. 43, issue 4, 497-508

Abstract: How do researchers studying the cultural aspects of consumption theorize change? We propose four analytical workbench modes of process theorization in combination with nine genres of process-oriented consumer research, each presenting a distinctive combination of assumptions about the nature of change in market and consumption systems and consumers’ role in these processes. Through this framework, we provide consumer researchers with a useful interpretive tool kit for deriving a process-oriented theorization from the unwieldy complexity of longitudinal data.

Keywords: market change; process theorization; consumer culture theory (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:43:y:2016:i:4:p:497-508.

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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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