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Jan-Hendrik Bucher
Last Name
Bucher
First name
Jan-Hendrik
Email
jan-hendrik.bucher@unisg.ch
Phone
+41 71 224 7215
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PublicationType: conference contribution
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PublicationConsumer Empiricism( 2023-06-29)We conceptualize consumer empiricism, a sense-making strategy driven by the knowledge societal influence on consumer culture where consumers draw from practical experience. We contrast consumer empiricism to interpretivist sense-making strategies where consumers interpret market meanings. Consumers use empiricist sense-making to navigate the marketplace despite overwhelming complexity, institutional mistrust, and hyper-individualization.Type: conference contribution