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The Critical Imagination: Emancipatory Interests in Consumer Research

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  • Murray, Jeff B
  • Ozanne, Julie L

Abstract

Critical theory is presented as an interdisciplinary approach to seeking knowledge about consumers. Critical theory holds that social problems often result from groups in society being constrained by social structures and processes that they themselves construct and maintain. Critical research involves grasping both the intersubjective understandings of the groups involved and the historical-empirical understanding of the potentially constraining objective social conditions. Contradictions that are discovered provide the stimuli for change. Through the process of critique and dialogue the critical researcher tries to help people imagine alternative social organizations that facilitate the development of human potential free from constraints. Copyright 1991 by the University of Chicago.

Suggested Citation

  • Murray, Jeff B & Ozanne, Julie L, 1991. "The Critical Imagination: Emancipatory Interests in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 129-144, September.
    • Handle: RePEc:oup:jconrs:v:18:y:1991:i:2:p:129-44
    DOI: 10.1086/209247
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    Cited by:

    1. Callahan, Charlene & Elliott, Catherine S., 1996. "Listening: A narrative approach to everyday understandings and behavior," Journal of Economic Psychology, Elsevier, vol. 17(1), pages 79-114, February.
    2. Bernd Schmitt & J Joško Brakus & Alessandro Biraglia, 2022. "Consumption Ideology [Ideology and Terror: A Novel Form of Government]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 74-95.
    3. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    4. Sarah C. Grace, 2021. "The intermingling of meanings in marketing: semiology and phenomenology in consumer culture theory," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 70-80, June.
    5. Abela, Andrew V., 2014. "Appealing to the imagination: Effective and ethical marketing of religion," Journal of Business Research, Elsevier, vol. 67(2), pages 50-58.
    6. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    7. Volpato, Giuseppe & Stocchetti, Andrea, 2009. "Old and new approaches to marketing. The quest of their epistemological roots," MPRA Paper 30841, University Library of Munich, Germany.
    8. R. J. Welford, 1998. "Editorial: Corporate environmental management, technology and sustainable development: postmodern perspectives and the need for a critical research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 7(1), pages 1-12, February.
    9. Anjala S. Krishen & Maria Petrescu, 2021. "Interdisciplinary research as methodologically and substantively creative," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 1-2, March.
    10. Kozinets, Robert V., 2021. "Reprint: YouTube utopianism: Social media profanation and the clicktivism of capitalist critique," Journal of Business Research, Elsevier, vol. 131(C), pages 349-365.
    11. Kozinets, Robert V., 2019. "YouTube utopianism: Social media profanation and the clicktivism of capitalist critique," Journal of Business Research, Elsevier, vol. 98(C), pages 65-81.
    12. Compeau, Larry D. & Monroe, Kent B. & Grewal, Dhruv & Reynolds, Kristy, 2016. "Expressing and defining self and relationships through everyday shopping experiences," Journal of Business Research, Elsevier, vol. 69(3), pages 1035-1042.

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