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Discovery-Oriented Consumer Research


  • Wells, William D


The Journal of Consumer Research and the Association for Consumer Research initiated a new discipline, intended to embrace divergent topics, methods, concepts, data, motives, partners, and ideas. Over the years, that vision has faded. Now the discipline faces inward, toward a narrower range of issues, and away from the real world. Five guidelines seek to redirect the discipline toward its original goals. These guidelines advocate wider horizons, a larger audience, a different talent mix, more emphasis on discover, more attention to consumers, and more single-minded dedication to meaningful results. Copyright 1993 by the University of Chicago.

Suggested Citation

  • Wells, William D, 1993. "Discovery-Oriented Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 19(4), pages 489-504, March.
  • Handle: RePEc:oup:jconrs:v:19:y:1993:i:4:p:489-504
    DOI: 10.1086/209318

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