A Tutorial in Consumer Research: Process Theorization in Cultural Consumer Research
Markus Giesler, Craig J. Thompson
Journal of Consumer Research · 2016 · Volume 43 · Issue 4
Abstract
How do researchers studying the cultural aspects of consumption theorize change? We propose four analytical workbench modes of process theorization in combination with nine genres of process-oriented consumer research, each presenting a distinctive combination of assumptions about the nature of change in market and consumption systems and consumers’ role in these processes. Through this framework, we provide consumer researchers with a useful interpretive tool kit for deriving a process-oriented theorization from the unwieldy complexity of longitudinal data.
Keywords
market change, process theorization, consumer culture theory
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