The aim of ACR 2005 has been articulated by the organisers as the promotion and dissemination of consumer research 'for' consumers. This call asks for transformative consumer research raising the issue that 'Historically, the organization's research has been impelled by the theoretical and substantive interests of academics' . It is on this point that this paper acts to transform arguing that a transformative ethic should be enacted though consumer research praxis. To achieve this it presents worked examples of the practice of reflexivity in consumer research developing a taxonomy of 'possible reflexivities', and discusses their possibilities for transformation of the consumer research process.
|Number of pages||8|
|Journal||Advances in Consumer Research|
|Publication status||Published - 1 Sep 2006|
|Event||The 2005 North American Conference for the Association of Consumer Research - Crowne Plaza Hotel, San Antonio, United States|
Duration: 12 Nov 2005 → 17 Nov 2005