Market-oriented ethnography revisited

Eric J. Arnould, Linda L Price

Research output: Contribution to journalArticle

30 Citations (Scopus)

Abstract

This article discusses and illustrates the benefits of an approach to market-oriented ethnographic research that leads to insights somewhat different than those provided by two dominant approaches in applied ethnography. Our approach privileges relationships and participation in relatedness as the object of analysis. This contrasts with the macro-level approach of trying to "get inside the consumer's head" and also contrasts with micro-level approaches that narrowly focus on "the consumer's feelings about my brand." The insights our meso-level approach provides are enhanced understanding of the place of firm-provided resources (products, services, symbols, slogans, environments, etc.) in the conduct of everyday consumers' lives in consumer centric marketspaces. We illustrate our meso-level approach drawing on an empirical illustration of homemade food preparation and related managerial opportunities.

Original languageEnglish (US)
Pages (from-to)251-262
Number of pages12
JournalJournal of Advertising Research
Volume46
Issue number3
DOIs
StatePublished - 2006

Fingerprint

ethnography
Macros
meso level
market
macro level
micro level
privilege
symbol
food
firm
participation
Ethnography
resources

ASJC Scopus subject areas

  • Marketing

Cite this

Market-oriented ethnography revisited. / Arnould, Eric J.; Price, Linda L.

In: Journal of Advertising Research, Vol. 46, No. 3, 2006, p. 251-262.

Research output: Contribution to journalArticle

Arnould, Eric J. ; Price, Linda L. / Market-oriented ethnography revisited. In: Journal of Advertising Research. 2006 ; Vol. 46, No. 3. pp. 251-262.
@article{16cad04e333c41df8ebecda2632f444c,
title = "Market-oriented ethnography revisited",
abstract = "This article discusses and illustrates the benefits of an approach to market-oriented ethnographic research that leads to insights somewhat different than those provided by two dominant approaches in applied ethnography. Our approach privileges relationships and participation in relatedness as the object of analysis. This contrasts with the macro-level approach of trying to {"}get inside the consumer's head{"} and also contrasts with micro-level approaches that narrowly focus on {"}the consumer's feelings about my brand.{"} The insights our meso-level approach provides are enhanced understanding of the place of firm-provided resources (products, services, symbols, slogans, environments, etc.) in the conduct of everyday consumers' lives in consumer centric marketspaces. We illustrate our meso-level approach drawing on an empirical illustration of homemade food preparation and related managerial opportunities.",
author = "Arnould, {Eric J.} and Price, {Linda L}",
year = "2006",
doi = "10.2501/S0021849906060375",
language = "English (US)",
volume = "46",
pages = "251--262",
journal = "Journal of Advertising Research",
issn = "0021-8499",
publisher = "World Advertising Research Center",
number = "3",

}

TY - JOUR

T1 - Market-oriented ethnography revisited

AU - Arnould, Eric J.

AU - Price, Linda L

PY - 2006

Y1 - 2006

N2 - This article discusses and illustrates the benefits of an approach to market-oriented ethnographic research that leads to insights somewhat different than those provided by two dominant approaches in applied ethnography. Our approach privileges relationships and participation in relatedness as the object of analysis. This contrasts with the macro-level approach of trying to "get inside the consumer's head" and also contrasts with micro-level approaches that narrowly focus on "the consumer's feelings about my brand." The insights our meso-level approach provides are enhanced understanding of the place of firm-provided resources (products, services, symbols, slogans, environments, etc.) in the conduct of everyday consumers' lives in consumer centric marketspaces. We illustrate our meso-level approach drawing on an empirical illustration of homemade food preparation and related managerial opportunities.

AB - This article discusses and illustrates the benefits of an approach to market-oriented ethnographic research that leads to insights somewhat different than those provided by two dominant approaches in applied ethnography. Our approach privileges relationships and participation in relatedness as the object of analysis. This contrasts with the macro-level approach of trying to "get inside the consumer's head" and also contrasts with micro-level approaches that narrowly focus on "the consumer's feelings about my brand." The insights our meso-level approach provides are enhanced understanding of the place of firm-provided resources (products, services, symbols, slogans, environments, etc.) in the conduct of everyday consumers' lives in consumer centric marketspaces. We illustrate our meso-level approach drawing on an empirical illustration of homemade food preparation and related managerial opportunities.

UR - http://www.scopus.com/inward/record.url?scp=33846701019&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=33846701019&partnerID=8YFLogxK

U2 - 10.2501/S0021849906060375

DO - 10.2501/S0021849906060375

M3 - Article

AN - SCOPUS:33846701019

VL - 46

SP - 251

EP - 262

JO - Journal of Advertising Research

JF - Journal of Advertising Research

SN - 0021-8499

IS - 3

ER -