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Revitalizing the Critical Imagination: Unleashing the Crouched Tiger

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  • Murray, Jeff B
  • Ozanne, Julie L
  • Shapiro, Jon M

Abstract

The purpose of this article is to further the "critical imagination project" that we began in 1991. The goal of this project has always been to inspire researchers to engage in action-oriented programs of research aimed at improving society and the lives of consumers. On the basis of a dialogue with Hetrick and Lozada's thoughtful work, we suggest that the critical imagination project can still empower both consumers and consumer researchers. Toward this end, we respond to four important issues: First, what is a reasonable interpretation of critical theory? Second, does an accurate interpretation of critical theory necessarily involve a capitalist critique? Third, what are the core ideas of critical theory? And finally, what kinds of methods will justify a critical theory? Copyright 1994 by the University of Chicago.

Suggested Citation

  • Murray, Jeff B & Ozanne, Julie L & Shapiro, Jon M, 1994. "Revitalizing the Critical Imagination: Unleashing the Crouched Tiger," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 559-565, December.
    • Handle: RePEc:oup:jconrs:v:21:y:1994:i:3:p:559-65
    DOI: 10.1086/209418
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    Cited by:

    1. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    2. Abela, Andrew V., 2014. "Appealing to the imagination: Effective and ethical marketing of religion," Journal of Business Research, Elsevier, vol. 67(2), pages 50-58.
    3. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    4. Stefan Hoffmann & Katharina Hutter, 2012. "Carrotmob as a New Form of Ethical Consumption. The Nature of the Concept and Avenues for Future Research," Journal of Consumer Policy, Springer, vol. 35(2), pages 215-236, June.

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