The Emergence of Consumer Introspection Theory (CIT): Introduction to a JBR Special Issue

8 Pages Posted: 15 Jul 2011

Date Written: 2011

Abstract

Introspection in its various forms, names, paradigmatic controversies and especially its power for insight has earned its place as a topic for a special issue. Here, I introduce this issue in terms of the introspections it contains and introspect a bit myself mainly through introspective thought exercises. What I find grounded in the texts of the submitted papers as thematic data is an emergent (rebranded) perspective on introspection which I call, Consumer Introspection Theory (CIT). I relate CIT as a paradigm to different forms of research: Consumer Culture Theory (CCT), critical marketing and experimental research. I also further elaborate how it functions in terms of single versus multiple person introspection, autoethnography and other practice variations; narrative versus metacognitive introspection; grounded versus hypothesis-driven introspection and introspective thought exercises.

Keywords: Introspection, Researcher Introspection, Autoethnography, Consumer Introspection Theory (CIT), Introspective Thought Exercises, Consumer Culture Theory (CCT)

Suggested Citation

Gould, Stephen J., The Emergence of Consumer Introspection Theory (CIT): Introduction to a JBR Special Issue (2011). Journal of Business Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1885702

Stephen J. Gould (Contact Author)

Baruch College ( email )

One Bernard Baruch Way, B12-240
New York, NY 10010-5585
United States

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