Emergence as an interpretive lens to study consumer behaviour

Catherine Demangeot, Kizhekepat Sankaran

Research output: Chapter in Book/Report/Conference proceedingConference contribution book


This paper demonstrates the value, for consumer research, of an emergent approach, which consists in searching for meaningful patterns among sets of fragmented and disparate consumption acts. The new knowledge it would develop can be of use to marketing managers and, because it involves retrospective sense-making, have emancipatory power for consumers.
Original languageEnglish
Title of host publicationAsia-Pacific Advances in Consumer Research - Volume X
EditorsEkant Veer, Paul Ballantine, Lucie Ozanne
Publication statusPublished - 2012
EventAsia-Pacific ACR Conference - Queenstown, New Zealand
Duration: 6 Jul 20128 Jul 2012


ConferenceAsia-Pacific ACR Conference
Country/TerritoryNew Zealand


  • emergent strategies
  • consumer behaviour


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