Representing Consumers: Voices, Views and Visions

This book challenges the prevailing orthodoxies within consumer research methodology by examining representation and constructions of "truth". The contributors adopt a wide variety of theoretical approaches, drawing on postmodernism, photography, literary theory, narratology and poetry. Representing Consumers explores both the crisis in representation and the representation of crisis. Using diverse approaches, the contributors examine issues ranging from the construction of the researcher and consumer voice, and the use of quantitative tools, multimedia and representation, to advertising narratives, poetic representation of consumer experience, and consumer-oriented ethnographic research.