... during the early 1990s. Post‐modern researchers, e.g. researchers interested by postmodernity (Badot and Cova, 1992, 1995) debated about the post‐modern changes in consumption without caring about the type of method used to investigate them, while interpretive researchers (Bergadaa and Nyeck, 1992, 1995...

...Christina Goulding The paper looks at the concept of postmodernism and the issues relating to positioning and representing the consumer. It evaluates the conflict regarding postmodern research, and in particular scientific claims, and the role of theory. It suggests a greater emphasis on rich...