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Deconstructive Strategy and Consumer Research: Concepts and Illustrative Exemplar

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  • Stern, Barbara B

Abstract

This article introduces the application of deconstruction to consumer research by addressing three questions: What is it? How does one do it? and What contribution can it make? It briefly summarizes deconstruction's French origins and entry in American criticism and examines the key term "differance"- difference and deference. The article demonstrates the role of deconstructive criticism as an agent provocateur by first presenting interpretations of an advertising exemplar--Joe Carmel--from the perspectives of the New Criticism and structuralism and then performing a deconstructive reading that subverts these interpretations. It ends with the implications of deconstruction for enlivening consumer research discourse. Copyright 1996 by the University of Chicago.

Suggested Citation

  • Stern, Barbara B, 1996. "Deconstructive Strategy and Consumer Research: Concepts and Illustrative Exemplar," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(2), pages 136-147, September.
    • Handle: RePEc:oup:jconrs:v:23:y:1996:i:2:p:136-47
    DOI: 10.1086/209472
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    Cited by:

    1. Matthew M. Mars & Hope Jensen Schau & Tyler E. Thorp, 2023. "Narrative curation and stewardship in contested marketspaces," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 418-443, March.
    2. Karin Brondino-Pompeo, 2021. "Mapping spheres of exchange: a multidimensional approach to commoditization and singularization," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 81-95, June.

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