Methodological issues in consumer research: towards a feminist perspective

Abstract

Avers that consumer research has been criticized for its preoccupation with empirical issues (Ryan, 1986) and its neglect of the experiential perspective of consumers as individuals (Belk, 1984; Fennell, 1985). Additionally, alleges that consumer research has been traditionally subject to gender bias (e.g. Bristor and Fischer, 1993) and that dominant ideologies have been masculine in nature (Hirschman, 1993). Reviews developments in consumer research in the light of current thinking and explores ontological and methodological issues in the study of consumer behaviour. Develops a feminist framework which goes beyond the rejection of positivist approaches towards a holistic, experiential understanding of consumer behaviour.