Steps Towards Transformative Consumer Research Practice: A Taxonomy of Possible Reflexivities

Shona Bettany, Helen Woodruffe Burton

Research output: Contribution to journalConference articlepeer-review

9 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)227-234
Number of pages8
JournalAdvances in Consumer Research
Publication statusPublished - 1 Sep 2006
Externally publishedYes
EventNorth American Conference for the Association of Consumer Research 2005 - Crowne Plaza Hotel, San Antonio, United States
Duration: 12 Nov 200517 Nov 2005


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