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Wake up and smell the coffin: An introspective obituary

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  • Brown, Stephen
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    Abstract

    Despite decades of academic endeavor, introspection is still regarded with suspicion in marketing and consumer research. Articles predicated upon introspection are unwelcome in leading journals and its exponents are considered dissidents, outsiders, renegades, rather less than fully integrated members of scholarly society. If this regrettable situation is to change, a radical rethink is necessary. Just as services marketing and interpretive research have been reinvented as Service Dominant Logic and Consumer Culture Theory respectively, so too subjective personal introspection is badly in need of a rebrand. Failure to grasp the rebranding nettle will result in continuing neglect, renewed disregard and eventual expiry.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311000440
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 4 ()
    Pages: 461-466

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:461-466

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Introspection; Rebranding; Death drive; Pragmatic marketing;

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    1. Earl, Peter E., 2001. "Simon's travel theorem and the demand for live music," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 335-358, June.
    2. Gould, Stephen J, 1991. " The Self-Manipulation of My Pervasive, Perceived Vital Energy through Product Use: An Introspective-Praxis Perspective," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 194-207, September.
    3. Rakesh Khurana, 2007. "Introduction to From Higher Aims to Hired Hands The Social Transformation of American Business Schools and the Unfulfilled Promise of Management as a Profession
      [From Higher Aims to Hired Hands The
      ," Introductory Chapters, Princeton University Press.
    4. Emile, Renu, 2011. "Retrospection on the impact of Wallendorf and Brucks' "Introspection in consumer research: Implementation and implications"," Journal of Business Research, Elsevier, vol. 64(2), pages 194-198, February.
    5. Wallendorf, Melanie & Brucks, Merrie, 1993. " Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 339-59, December.
    6. Gould, Stephen J, 1995. " Researcher Introspection as a Method in Consumer Research: Applications, Issues, and Implications: Comments," Journal of Consumer Research, University of Chicago Press, vol. 21(4), pages 719-22, March.
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