The Co‐ordinated Management of Meaning: A Case Exemplar of a New Consumer Research Technology

Abstract

The Co‐ordinated Management of Meaning (CMM) is a social constructionist theory of human action which provides insight into the structure and process of multi‐person decision making. In the CMM analysis presented here, the Hughes family′s vacation decision making supplies an episode within which the family′s socially constructed resources are expressed and recreated. CMM is a technology offering considerable promise to new paradigm consumer researchers.

Citation

Buttle, F.A. (1994), "The Co‐ordinated Management of Meaning: A Case Exemplar of a New Consumer Research Technology", European Journal of Marketing, Vol. 28 No. 8/9, pp. 76-99. https://doi.org/10.1108/03090569410067640