On Interpretive Interactionism and The Practice Of Interpretive Consumer Research

Presenter Information

Joao Felipe Sauerbronn
Eduardo Ayrosa

Location

2081

Format Type

Paper

Start Date

January 2015

End Date

January 2015

Abstract

Many phenomena of consumption are not observed through a positivistic perspective. It had remained without inquiry due a lack of interest of the academic community, or due methodology limitations. Interpretive Interactionism has offered adequate options of inquiry, organization and operation for my research on the feeling of shame associated to consumption. In this paper I present my experience and practical methodological consequences of using this approach in an academic consumer research.

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On Interpretive Interactionism and The Practice Of Interpretive Consumer Research

2081

Many phenomena of consumption are not observed through a positivistic perspective. It had remained without inquiry due a lack of interest of the academic community, or due methodology limitations. Interpretive Interactionism has offered adequate options of inquiry, organization and operation for my research on the feeling of shame associated to consumption. In this paper I present my experience and practical methodological consequences of using this approach in an academic consumer research.