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Consumer Research
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Consumer Research
Introspective Essays on the Study of Consumption

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Consumer Marketing
November 2014 | 432 pages | SAGE Publications, Inc
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This collection of essays provides a personal, thought-provoking and often humorous documentation of the evolution of the field of consumer research. The book highlights aspects of hotly debated issues that surround this field of inquiry, and presents a picture of how consumer research has grown and developed over the past 25 years.
 
A Brief History of Morris the Cat
 
Theory Development is a Jazz Solo
 
On Hatching a Program of Consumer Research
 
What Is Consumer Research?
 
O, Consumer, How You've Changed
 
Whither Consumer Research?
 
Romanticism, Subjective Personal Introspection, and Morris the Epicurean
 
The Role of Lyricism in Consumer Research
 
Dogmatism and Catastrophe in the Development of Marketing Thought
 
I'm Hip
 
Epilogue

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