Consuming values

Date of publication: September 1, 1999

Author: Rita Denny

Abstract:

The paper focuses on the shifting relationship between consumers and objects of consumption. It suggests that postmodern consumption in which experiential consumption is foregrounded forces us to rethink boundaries between researchers clients and consumers. Specifically consumers are not respondents as much as they are authors of experience. Understanding consumer-based meaning constructed through the consumption experience is key for brand analysis and new product development. The result of such analysis is to effectively give consumers a larger voice in the research process which in turn requires a change in research and client cultures - in both what counts as knowing and in ways of communicating.

Rita Denny

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Research Papers

Research Papers

  • PDF