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- Title
Chasing the Holy Grail: Reflections on "What Is Consumer Research?".
- Authors
Kernan, Jerome B.
- Abstract
The article presents a response to an earlier article in the same issue of "Journal of Consumer Research" from Morris B. Holbrook titled "What is Consumer Research?." The article praises Holbrook's work, and considers his proposition regarding consumer research. This article addresses Holbrook's position on and definition of consumer research, examines Holbrook's underlying argument, and outlines the implications of Holbrook's conclusions. Examining Holbrook's works, the author argues that under Holbrook's definition, many efforts qualify as consumer research, but would not define it. Further examination is presented.
- Subjects
CONSUMER research; HOLBROOK, Morris B.; DEFINITION (Logic); ACADEMIC discourse; CONSUMPTION (Economics); CONSUMER behavior; CONSUMER attitudes; MARKETING research; SCHOLARLY method; INTERDISCIPLINARY approach to knowledge
- Publication
Journal of Consumer Research, 1987, Vol 14, Issue 1, p133
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/209100