'Forget me not': the researcher's position in interpretive consumer research

Research output: Contribution to conferencePaper


The central idea of the workshop was to facilitate a debate on interpretive research from a critical point of view. Interpretive research concentrates on socio-cultural, experiential, symbolic and ideological aspects of consumption and generates different, highly fragmented approaches presenting multi-faceted features in continual evolution. (i.e., relativist, post-positivist, poststructuralist, humanistic, naturalistic, postmodern, etc.). More recently, this proliferation has found a home in the now well-known academic brand, Consumer Culture Theory (CCT) (Arnould and Thompson, 2005). The recognition of belonging to a common field of research has helped to organise the lines of study concerned with a cultural view of consumption (consumer identity projects, the cultures of the marketplace; the social and historical influences on consumption; the ideologies and strategies to interpret consumers in markets influenced by the mass media) around main thematic areas, while also legitimising these various approaches within Consumer Research.
Original languageEnglish
Publication statusPublished - 2009
Event5th Workshop on Interpretive Consumer Research - Milan, Italy
Duration: 2 Apr 20093 Apr 2009


Conference5th Workshop on Interpretive Consumer Research
CityMilan, Italy


  • interpretive consumer research
  • researchers
  • consumer research

Cite this

Jafari, A. (2009). 'Forget me not': the researcher's position in interpretive consumer research. Paper presented at 5th Workshop on Interpretive Consumer Research, Milan, Italy, .