Steps towards transformative consumer research practice: a taxonomy of possible reflexivities
Bettany, Shona M.M. Woodruffe-Burton, H.
Bettany, Shona M.M.
Woodruffe-Burton, H.
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2006
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Abstract
The aim of ACR 2005 has been articulated by the organisers as the promotion and dissemination of consumer research `for¿ consumers. This call asks for transformative consumer research raising the issue that `Historically, the organization¿s research has been impelled by the theoretical and substantive interests of academics¿. It is on this point that this paper acts to transform arguing that a transformative ethic should be enacted though consumer research praxis. To achieve this it presents worked examples of the practice of reflexivity in consumer research developing a taxonomy of `possible reflexivities¿, and discusses their possibilities for transformation of the consumer research process.
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Bettany, S. and Woodruffe Burton, H. (2006). Steps towards transformative consumer research practice: a taxonomy of possible reflexivities. In: Advances in Consumer Research. Edited by Pechmann, C. and Price, L. Association for Consumer Research: Duluth, MN. Vol. 33 , No. 1, pp. 227-234.
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