The Emperor's New Clothes: are we seeing out subjects clearly?

Simone Pettigrew

Research output: Contribution to journalArticle

Abstract

Referencing consumption-related themes in popular music, this paper playfully and provocatively suggests that transformative consumer research could boldly refuse to adopt the underlying assumptions of much previous consumer research and instead consider an alternative interpretation of the consumer.
Original languageEnglish
JournalAdvances in Consumer Research
Volume38
Publication statusPublished - 2011

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