Remembering motivation research: toward an alternative genealogy of interpretive consumer research

Abstract

This article traces the emergence and subsequent decline of motivation research. It argues that contrary to recent opinion that interpretive consumer research emerged in the mid-1980s, an embryonic form of interpretive research can actually be found in the 1930s in the form of motivation research. It demonstrates that there are clear and distinct parallels regarding the ontology, axiology, epistemology, methodology and view of human nature between motivation research, interpretive research and, to a limited extent, critical theory. Not only is motivation research presented as an early form of interpretive consumer research, but in addition, Holbrook's and Hirschman's experiential analysis is shown to be a possible take-off point to make the case that motivation research represents an early root of Consumer Culture Theory. This genealogical exercise resituates the emergence of the CCT discourse by 80 years and interpretive research by 60 years.