Methodological issues in consumer research: towards a feminist perspective

Helen R. Woodruffe (University of Salford, Salford, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 April 1996


Avers that consumer research has been criticized for its preoccupation with empirical issues (Ryan, 1986) and its neglect of the experiential perspective of consumers as individuals (Belk, 1984; Fennell, 1985). Additionally, alleges that consumer research has been traditionally subject to gender bias (e.g. Bristor and Fischer, 1993) and that dominant ideologies have been masculine in nature (Hirschman, 1993). Reviews developments in consumer research in the light of current thinking and explores ontological and methodological issues in the study of consumer behaviour. Develops a feminist framework which goes beyond the rejection of positivist approaches towards a holistic, experiential understanding of consumer behaviour.



Woodruffe, H. (1996), "Methodological issues in consumer research: towards a feminist perspective", Marketing Intelligence & Planning, Vol. 14 No. 2, pp. 13-18.

Download as .RIS




Copyright © 1996, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.