Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist tradition and the relatively new interpretive approach. In doing so it considers the merits of interpretive research in...

Presents two relatively new (to marketing) qualitative research techniques, “narrative theory” and “dimensional analysis”, and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis...

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry‐funded project to investigate how consumers interact with direct marketing. The programme was qualitative, based on both individual depth interviews...

Purpose – The purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from recent lines of research that contribute to a fine‐grained understanding of human behavior....

Purpose The purpose of this paper is to examine the joint effects of menu pages (single page vs multiple pages) and assortment organization (benefit- vs attribute-based) on consumers’ perceptions of variety with large assortments. Design/methodology/approach A 2 (assortment structure: single...

Purpose – Fast‐developed IT products have had a great impact on high technology business. With increases of foreign investments flowing into Chinese IT markets, the impact of national culture and ethnicity on consumer behaviour has become a recognized issue. The main purpose of this paper is...

Purpose – The major objective of this study is to explore factors effect in purchasing preferences for foreign brands versus private label brands (PLB) in urban China on the internet. Design/methodology/approach – In this paper, the research is designed to investigate the factors perception...

Purpose – The purpose of this paper is to identify the factors that may influence a consumer to pay a premium for a product or service communicating ethical information. Design/methodology/approach – A survey was administered to 77 subjects and a conceptual model of five specific...