Consumer Empiricism
Type
conference contribution
Date Issued
2023-06-29
Author(s)
Abstract
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.
Language
English (United States)
Division(s)