Ruminations on the current state of consumer ethnography

Authored by: Robert V. Kozinets , Eric J. Arnould

Routledge Handbook on Consumption

Print publication date:  February  2017
Online publication date:  February  2017

Print ISBN: 9781138939387
eBook ISBN: 9781315675015
Adobe ISBN: 9781317380900

10.4324/9781315675015.ch5

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Abstract

This chapter takes an open look at how researchers are using new topographies, technologies, and technocultural rituals and routines in order to reconceptualize what market actors are and do, and most especially, how they should be studied. We are interested in the latest developments in consumer ethnography, as we have experienced and visualized them being practices in our native fields of anthropology, marketing and consumer research, and as it has touched upon industry market researchers and their workings. We do not rehash classic treatments easily available to interested scholars (e.g. Arnould & Wallendorf, 1994; Kozinets, 2010; Spradley, 1979, 1980; Mariampolski, 2006).

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