Steps towards transformative consumer research practice: a taxonomy of possible reflexivities

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.