Daring consumer-oriented ethnography

Eric J. Arnould, Linda L Price, Barbara B. Stern, Craig J. Thompson, Melanie Wallendorf

Research output: Chapter in Book/Report/Conference proceedingChapter

24 Citations (Scopus)

Abstract

The general question I address in this chapter is: “How can ethnography be used to formulate theoretically useful representations of consumer-related phenomena?�? The term consumer-oriented ethnography indicates my substantive focus: applying ethnographic methods to the study of consumer behaviors. The chapter builds on ethnographic and interpretive work conducted with several collaborators. The significance of these “interpretive communities�? in informing my understanding is reflected in the co-authorship with Price, Stern, Thompson, and Wallendorf. (This chapter draws heavily on Arnould and Wallendorf (1994).) The chapter has multiple objectives, corresponding to its main sections. In the first section, I discuss the goals of ethnography and then review the types, their particular contributions to representation, and the limitations of several techniques of data collection. In the second section, I discuss questions of ethnographic representation. In the third section, I articulate a model of interpretationconstruction that situates ethnographic data in a multi-layered representation of consumption phenomena. In the discussion, I review points of similarity and difference with related representational strategies and types of research issues for which ethnographic methods are appropriate. I conclude by indicating that ethnographic methods are appropriate for apprehending four main kinds of consumption and use situations. Throughout, examples are drawn from two ethnographic projects, one concerning U.S. Thanksgiving Day, and the other, commercial white water river rafting (Wallendorf and Arnould 1991; Arnould and Price 1993; Price et al. 1995; Arnould et al. 1997).

Original languageEnglish (US)
Title of host publicationRepresenting Consumers
Subtitle of host publicationVoices, Views and Visions
PublisherTaylor and Francis
Pages85-126
Number of pages42
ISBN (Electronic)9781134669875
ISBN (Print)9780415184137
DOIs
StatePublished - Jan 1 2003

Fingerprint

Ethnography
Interpretive
Data collection
Co-authorship
Multiple objectives
Research issues
Consumer behaviour
Water

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

Cite this

Arnould, E. J., Price, L. L., Stern, B. B., Thompson, C. J., & Wallendorf, M. (2003). Daring consumer-oriented ethnography. In Representing Consumers: Voices, Views and Visions (pp. 85-126). Taylor and Francis. https://doi.org/10.4324/9780203380260-12

Daring consumer-oriented ethnography. / Arnould, Eric J.; Price, Linda L; Stern, Barbara B.; Thompson, Craig J.; Wallendorf, Melanie.

Representing Consumers: Voices, Views and Visions. Taylor and Francis, 2003. p. 85-126.

Research output: Chapter in Book/Report/Conference proceedingChapter

Arnould, EJ, Price, LL, Stern, BB, Thompson, CJ & Wallendorf, M 2003, Daring consumer-oriented ethnography. in Representing Consumers: Voices, Views and Visions. Taylor and Francis, pp. 85-126. https://doi.org/10.4324/9780203380260-12
Arnould EJ, Price LL, Stern BB, Thompson CJ, Wallendorf M. Daring consumer-oriented ethnography. In Representing Consumers: Voices, Views and Visions. Taylor and Francis. 2003. p. 85-126 https://doi.org/10.4324/9780203380260-12
Arnould, Eric J. ; Price, Linda L ; Stern, Barbara B. ; Thompson, Craig J. ; Wallendorf, Melanie. / Daring consumer-oriented ethnography. Representing Consumers: Voices, Views and Visions. Taylor and Francis, 2003. pp. 85-126
@inbook{68454fcfbfb94e888c2ce09a605cc563,
title = "Daring consumer-oriented ethnography",
abstract = "The general question I address in this chapter is: “How can ethnography be used to formulate theoretically useful representations of consumer-related phenomena?�? The term consumer-oriented ethnography indicates my substantive focus: applying ethnographic methods to the study of consumer behaviors. The chapter builds on ethnographic and interpretive work conducted with several collaborators. The significance of these “interpretive communities�? in informing my understanding is reflected in the co-authorship with Price, Stern, Thompson, and Wallendorf. (This chapter draws heavily on Arnould and Wallendorf (1994).) The chapter has multiple objectives, corresponding to its main sections. In the first section, I discuss the goals of ethnography and then review the types, their particular contributions to representation, and the limitations of several techniques of data collection. In the second section, I discuss questions of ethnographic representation. In the third section, I articulate a model of interpretationconstruction that situates ethnographic data in a multi-layered representation of consumption phenomena. In the discussion, I review points of similarity and difference with related representational strategies and types of research issues for which ethnographic methods are appropriate. I conclude by indicating that ethnographic methods are appropriate for apprehending four main kinds of consumption and use situations. Throughout, examples are drawn from two ethnographic projects, one concerning U.S. Thanksgiving Day, and the other, commercial white water river rafting (Wallendorf and Arnould 1991; Arnould and Price 1993; Price et al. 1995; Arnould et al. 1997).",
author = "Arnould, {Eric J.} and Price, {Linda L} and Stern, {Barbara B.} and Thompson, {Craig J.} and Melanie Wallendorf",
year = "2003",
month = "1",
day = "1",
doi = "10.4324/9780203380260-12",
language = "English (US)",
isbn = "9780415184137",
pages = "85--126",
booktitle = "Representing Consumers",
publisher = "Taylor and Francis",

}

TY - CHAP

T1 - Daring consumer-oriented ethnography

AU - Arnould, Eric J.

AU - Price, Linda L

AU - Stern, Barbara B.

AU - Thompson, Craig J.

AU - Wallendorf, Melanie

PY - 2003/1/1

Y1 - 2003/1/1

N2 - The general question I address in this chapter is: “How can ethnography be used to formulate theoretically useful representations of consumer-related phenomena?�? The term consumer-oriented ethnography indicates my substantive focus: applying ethnographic methods to the study of consumer behaviors. The chapter builds on ethnographic and interpretive work conducted with several collaborators. The significance of these “interpretive communities�? in informing my understanding is reflected in the co-authorship with Price, Stern, Thompson, and Wallendorf. (This chapter draws heavily on Arnould and Wallendorf (1994).) The chapter has multiple objectives, corresponding to its main sections. In the first section, I discuss the goals of ethnography and then review the types, their particular contributions to representation, and the limitations of several techniques of data collection. In the second section, I discuss questions of ethnographic representation. In the third section, I articulate a model of interpretationconstruction that situates ethnographic data in a multi-layered representation of consumption phenomena. In the discussion, I review points of similarity and difference with related representational strategies and types of research issues for which ethnographic methods are appropriate. I conclude by indicating that ethnographic methods are appropriate for apprehending four main kinds of consumption and use situations. Throughout, examples are drawn from two ethnographic projects, one concerning U.S. Thanksgiving Day, and the other, commercial white water river rafting (Wallendorf and Arnould 1991; Arnould and Price 1993; Price et al. 1995; Arnould et al. 1997).

AB - The general question I address in this chapter is: “How can ethnography be used to formulate theoretically useful representations of consumer-related phenomena?�? The term consumer-oriented ethnography indicates my substantive focus: applying ethnographic methods to the study of consumer behaviors. The chapter builds on ethnographic and interpretive work conducted with several collaborators. The significance of these “interpretive communities�? in informing my understanding is reflected in the co-authorship with Price, Stern, Thompson, and Wallendorf. (This chapter draws heavily on Arnould and Wallendorf (1994).) The chapter has multiple objectives, corresponding to its main sections. In the first section, I discuss the goals of ethnography and then review the types, their particular contributions to representation, and the limitations of several techniques of data collection. In the second section, I discuss questions of ethnographic representation. In the third section, I articulate a model of interpretationconstruction that situates ethnographic data in a multi-layered representation of consumption phenomena. In the discussion, I review points of similarity and difference with related representational strategies and types of research issues for which ethnographic methods are appropriate. I conclude by indicating that ethnographic methods are appropriate for apprehending four main kinds of consumption and use situations. Throughout, examples are drawn from two ethnographic projects, one concerning U.S. Thanksgiving Day, and the other, commercial white water river rafting (Wallendorf and Arnould 1991; Arnould and Price 1993; Price et al. 1995; Arnould et al. 1997).

UR - http://www.scopus.com/inward/record.url?scp=85071089861&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85071089861&partnerID=8YFLogxK

U2 - 10.4324/9780203380260-12

DO - 10.4324/9780203380260-12

M3 - Chapter

AN - SCOPUS:85071089861

SN - 9780415184137

SP - 85

EP - 126

BT - Representing Consumers

PB - Taylor and Francis

ER -