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

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.
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https://hal.archives-ouvertes.fr/hal-03574801
Contributor : Ziyed Guelmami Connect in order to contact the contributor
Submitted on : Tuesday, February 15, 2022 - 12:13:14 PM
Last modification on : Thursday, March 31, 2022 - 5:58:02 PM
Long-term archiving on: : Monday, May 16, 2022 - 7:45:43 PM

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Ziyed Guelmami, Lionel Sitz. Combining phenomenology and sociology : the use of « consumer careers » as an objectivation tool for interpretive consumer research. EMAC 2015 : European Marketing Association Conference. "Collaboration in Research", May 2015, Leuven, Belgium. pp.278. ⟨hal-03574801⟩

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