Issues in representing the postmodern consumer
Christina Goulding
(Professor of Consumer Research at Wolverhampton Business School, University of Wolverhampton, Wolverhampton, UK. E‐mail: c.goulding@wlv.wbs.ac.uk)
7716
Abstract
The paper looks at the concept of postmodernism and the issues relating to positioning and representing the consumer. It evaluates the conflict regarding postmodern research, and in particular scientific claims, and the role of theory. It suggests a greater emphasis on rich and varied forms of data collection and cross‐disciplinary integration in order to centre the experience, create meaningful pictures and broaden the debate about consumption in the early twenty‐first century.
Keywords
Citation
Goulding, C. (2003), "Issues in representing the postmodern consumer", Qualitative Market Research, Vol. 6 No. 3, pp. 152-159. https://doi.org/10.1108/13522750310478985
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited