Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. This book challenges the prevailing orthodoxies within consumer research methodology by examining representation and constructions of truth. The contributors adopt a wide variety of theoretical approaches drawing on postmodernism, photography, literary theory, narratology and poetry. Subjects covered include: crisis in representation and the representation of crisis; construction of the researcher and consumer voice; quantitative tools, multimedia and representation; advertising...

Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. As a consequence, the crisis in representation which has radically reshaped understanding in the social sciences, has, so far, had very little impact on consumer research. This book redresses the balance with an investigation of representation and constructions of 'truth' in consumer research. Subjects covered include:
* construction of the researcher and consumer voice
* quantitative tools and representation
* advertising narratives
* poetic representation of consumer...