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Deconstructing consumer behaviour: theory and practice
Author(s) -
Marsden David
Publication year - 2001
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.50
Subject(s) - dualism , consumer research , opposition (politics) , sociology , epistemology , binary opposition , practice theory , social practice , consumer behaviour , psychology , social psychology , marketing , social science , political science , business , law , philosophy , art , politics , performance art , art history
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. Copyright © 2001 Henry Stewart Publications.