Ethnoconsumerism: A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior

In order to follow a baseball game one must understand what bat, hit, an inning, a left fielder, a squeeze play, a hanging curve, and. a tightened infield are. What happens to understanding when empathy disappears? Clifford Geertz (1983, p. 56) The story about the death of positivism is highly exaggerated. Anonymous In a seminal work, Geertz (1983) raised the important issue of the "native's point of view." 1 As he himself admitted, this is not a new but a recurrent theme; it has, however, assumed certain epistemological significance in the postmodern and poststructuralist era. The purpose of this chapter is to examine a new paradigm in consumer behavior that I have labeled ethnoconsumerism, which is a conceptual framework to study consumer behavior using the theoretical categories originating within a given culture. The " Ethnoconsumerism: A New Paradigm to Study Cultural and Cross-cultural Consumer Behavior, " J. 3 motivation for this chapter is twofold. The primary reason is the ongoing argument in comparative cultural studies regarding the use of a single theoretical framework for studying different cultures. The second reason has its origin in certain insights or intuitions that I have gained during my own introspection about my role as a researcher (see the appendix in this chapter).

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