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Full-Text Articles in Business
Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia
Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia
Nikhilesh Dholakia
In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.
The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia
The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia
Nikhilesh Dholakia
We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …
Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia
Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia
Nikhilesh Dholakia
From the late 1960s onwards, the range of information and communication services available to residential consumers and business users in the technologically advanced nations has been growing. The future of information services will depend on the strategic and structural interactions of firms specializing in content, conduits and components.
Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia
Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia
Nikhilesh Dholakia
This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is …