1. Oward A Personology Of The Consumer
... to mental health. Consumer researchers have recently started investigating narratives in order to gain insights into the role of consumption in self-construction (e.g., Mick and Buhl 1992). Escalas and Bettman (2000) argue that, with a few exceptions, researchers have focused on the content of narratives by comparing and contrasting the central themes permeating people's life stories. They suggest that a structural analysis of narratives will show in greater detail ... considered as relationship partners, that consumers use brands to express who they are, and that consumer-brand relatio...
- Word Count: 3484
- Approx Pages: 14
- Has Bibliography
- Grade Level: High School