Qualitative Methods, Part III - Holbrook, Morris B.

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Résumé :
Qualitative Methods, Part III: Subjective Personal Introspection by Morris B. Holbrook explores the powerful role of subjective personal introspection in understanding consumer behavior. This book delves into the introspective methods that allow consumers to reflect on their own thoughts, emotions, and experiences in relation to the products and services they use. Holbrook presents these qualitative techniques as a way to uncover deeper, often subconscious, motivations that drive consumer decision-making. By examining how consumers personally interpret and assign meaning to their consumption experiences, Holbrook's approach provides valuable insights into the emotional and cognitive aspects of consumer behavior that are difficult to capture through traditional methods. Through detailed case studies and real-world applications, this book demonstrates the importance of personal introspection in understanding how consumers connect with brands on a profound level. Ideal for marketers, researchers, and academics, this book offers practical guidance on leveraging introspective methods to enhance consumer research and marketing strategies....

Biographie:
Daytime Television Game Shows and the Celebration of Merchandise: The Price Is Right (1993)...

Sommaire:
Morris B. Holbrook is the now-retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. Holbrook received his Bachelor's Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his Ph.D. in Marketing from Columbia University in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in areas such as sales management, marketing strategy, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing, consumer behavior, and related areas with a special focus on issues concerning communication in general and aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, animal companions, and stereography in particular. His recent books and monographs include Postmodern Consumer Research: The Study of Consumption as Text (with Elizabeth C. Hirschman, SAGE, 1992)...