...Ruby Saine; Carlin A. Nguyen; Ali Besharat; Philip J. Trocchia Purpose When consumers imagine themselves in various consumption scenarios, they can do so from the actor or the observer perspective. These different vantage points are known as imagery perspectives. This paper aims to investigate how...

... reflect a particular perspective and the adoption of one definition rather than another (e.g. on torture) has practical implications. As Cohen and Nagel (1934) once illustrated: A number of other, more minor, qualifications. Our speaking of the Service‐Dominant logic, rather than the actual title...

... to disregard the less useful criticism contained in O'Shaughnessy and O'Shaughnessy's rejoinder, and move on to more serious work. Stephen L. Vargo can be contacted at: svargo@hawaii.edu © Emerald Group Publishing Limited 2011 Service delivery Logic Perspective We have authored...