Combining phenomenology and sociology: the use of « consumer careers » as an objectivation tool for interpretive consumer research

Ziyed Guelmami () and Lionel Sitz ()
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Ziyed Guelmami: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Lionel Sitz: EM - EMLyon Business School

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Abstract: In this paper, we introduce the sociological notion of career to examine the multiple consumer trajectories within the same consumption activity. Our objectives are twofold : (1) highlighting the underlying factors involved in the construction of consumer careers and analyzing the emergence of acculturative trajectories in the realm of consumption, and (2) demonstrating the heuristic value of the "career" notion for interpretive research. Using (n)etnographies, we show that consumer careers are mainly influenced by the level of socialization, the relationship to the cultural majority and identity uncertainty. We conclude by discussing the benefits of using the career notion as an objectivation tool in interpretive consumer research.

Keywords: Interpretive consumer research; Consumer careers; Acculturation; Consumption subcultures; Netnography; Manga (search for similar items in EconPapers)
Date: 2015-05-26
Note: View the original document on HAL open archive server: https://hal.science/hal-03574801v1
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Published in EMAC 2015 : European Marketing Association Conference. "Collaboration in Research", May 2015, Leuven, Belgium. pp.278

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