Research Output

Deconstructing consumer behaviour: theory and practice.

  This paper challenges the conventional opposition, or distinction, between consumer behaviour theory and practice. This binary dualism, it is argued, is predicated on a simplistic ‘either/or’ logic that ignores the effects theory and practice have on each other. Furthermore, it obscures a hierarchical relationship between academic researchers and marketing practitioners in which basic research is more dominant and privileged than applied research. In response to these criticisms, an alternative ‘both/and’ logic is proposed for exploring the interrelationships between consumer behaviour theory and practice and new social relations among consumer researchers

  • Type:

    Article

  • Date:

    30 November 2000

  • Publication Status:

    Published

  • DOI:

    10.1002/cb.50

  • ISSN:

    1472-0817

  • Library of Congress:

    HD28 Management. Industrial Management

  • Dewey Decimal Classification:

    658 General management

Citation

Marsden, D. (2000). Deconstructing consumer behaviour: theory and practice. Journal of Consumer Behaviour. 1, 9-21. doi:10.1002/cb.50. ISSN 1472-0817

Keywords

Consumer bahaviour; basic/applied research; deconstructionism;

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