Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers' Consumption Stories

Abstract

Craig J. Thompson, Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers' Consumption Stories, Journal of Marketing Research, Vol. 34, No. 4 (Nov., 1997), pp. 438-455