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Combining phenomenology and sociology : the use of « consumer careers » as an objectivation tool for interpretive consumer research

Author

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  • Ziyed Guelmami

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Lionel Sitz

    (EM - EMLyon Business School)

Abstract

In this paper, we introduce the sociological notion of career to examine the multiple consumer trajectories within the same consumption activity. Our objectives are twofold : (1) highlighting the underlying factors involved in the construction of consumer careers and analyzing the emergence of acculturative trajectories in the realm of consumption, and (2) demonstrating the heuristic value of the "career" notion for interpretive research. Using (n)etnographies, we show that consumer careers are mainly influenced by the level of socialization, the relationship to the cultural majority and identity uncertainty. We conclude by discussing the benefits of using the career notion as an objectivation tool in interpretive consumer research.

Suggested Citation

  • Ziyed Guelmami & Lionel Sitz, 2015. "Combining phenomenology and sociology : the use of « consumer careers » as an objectivation tool for interpretive consumer research," Post-Print hal-03574801, HAL.
    • Handle: RePEc:hal:journl:hal-03574801
    Note: View the original document on HAL open archive server: https://hal.science/hal-03574801
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    References listed on IDEAS

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    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
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