Table 6. The classification of... | Emerald Publishing

Table 6.

The classification of consumption narrative

Mishler’s approach (1995)	Focuses on	Narrative level	Dimensions	References
Narrativization of experience	This approach focuses on the succession of happening and assumes a correspondence between language and reality through reference and temporal order	Intrapersonal	– Narrative is a way of thinking, storing and indexing and retrieving data by individuals – Narrative is the articulation of consumers’ lived experiences – Narratives are central to create meaning and the self – Narratives are formed by consumers with information that resonates with them and their existing ideals – Narratives create and transfer experiences – Narratives provide data – Methodologically, realities are made by individuals’ narratives – Consumers use the narrative and narrative of the elf to create several identities in social media	Hardey (2014); Helkkula and Pihlström (2010); Guthrie and Anderson (2010), Shankar et al. (2001); Gilliam et al. (2017) and Jain et al. (2020)
Coherence and structure	How language and communication is used to create meaning through narrative devices	Interpersonal	– Meaning is created on daily basis in public discourse by narrative – By creating narratives, consumers make sense of themselves and social situations – Epistemologically, consumption narratives are co-created by consumers	Pace (2008), Shankar et al. (2001); Schembri et al. (2010) and Guthrie and Anderson (2010)
Narrativization of communications	Now narratives function to create a self and identity in relation to social processes, institutions or representations of sociocultural constructs	Person-consumption	– Narratives, ontologically, are the same as behaviour, including consumption behaviour – Narratives can be created through celebrities persona – Narratives are new socially constructed data. -Narrative creates a sense of parasocial connection to products and brands – Narratives are inherent methods to link consumer actions and events to the interrelated aspects to gain an understanding of the consumption – Consumption narratives creates three symbolic relations between consumer and brand, product and consumption and society at large: symbolic interrelationship, iconic interrelationship, indexical interrelationship – Ontologically consumes’ reality is created through narratives but – Narrative transportation encapsulates the journey into the narrative world; retrospective reflection captures customers’ changed re-emergence into the real world – Narratives, through narrative transportation, affect the decision-making process at organizational level leading to create a more personal connection with suppliers	Gilliam et al. (2017), Guthrie and Anderson (2010); Ardelet et al. (2015), Shankar et al. (2001); Guthrie and Anderson (2010), Pace (2008), Schembri et al. (2010), Van Laer et al. (2014); Van Laer et al. (2019a); Van Laer et al. (2019b); Vazquez et al. (2020), Anaza et al. (2020); Eng and Jarvis (2020) and Johnson et al. (2015)

Mishler’s approach (1995)	Focuses on	Narrative level	Dimensions	References
Narrativization of experience	This approach focuses on the succession of happening and assumes a correspondence between language and reality through reference and temporal order	Intrapersonal	– Narrative is a way of thinking, storing and indexing and retrieving data by individuals– Narrative is the articulation of consumers’ lived experiences– Narratives are central to create meaning and the self– Narratives are formed by consumers with information that resonates with them and their existing ideals– Narratives create and transfer experiences– Narratives provide data– Methodologically, realities are made by individuals’ narratives– Consumers use the narrative and narrative of the elf to create several identities in social media	Hardey (2014); Helkkula and Pihlström (2010); Guthrie and Anderson (2010), Shankar et al. (2001); Gilliam et al. (2017) and Jain et al. (2020)
Coherence and structure	How language and communication is used to create meaning through narrative devices	Interpersonal	– Meaning is created on daily basis in public discourse by narrative– By creating narratives, consumers make sense of themselves and social situations– Epistemologically, consumption narratives are co-created by consumers	Pace (2008), Shankar et al. (2001); Schembri et al. (2010) and Guthrie and Anderson (2010)
Narrativization of communications	Now narratives function to create a self and identity in relation to social processes, institutions or representations of sociocultural constructs	Person-consumption	– Narratives, ontologically, are the same as behaviour, including consumption behaviour– Narratives can be created through celebrities persona– Narratives are new socially constructed data. -Narrative creates a sense of parasocial connection to products and brands– Narratives are inherent methods to link consumer actions and events to the interrelated aspects to gain an understanding of the consumption– Consumption narratives creates three symbolic relations between consumer and brand, product and consumption and society at large: symbolic interrelationship, iconic interrelationship, indexical interrelationship– Ontologically consumes’ reality is created through narratives but– Narrative transportation encapsulates the journey into the narrative world; retrospective reflection captures customers’ changed re-emergence into the real world– Narratives, through narrative transportation, affect the decision-making process at organizational level leading to create a more personal connection with suppliers	Gilliam et al. (2017), Guthrie and Anderson (2010); Ardelet et al. (2015), Shankar et al. (2001); Guthrie and Anderson (2010), Pace (2008), Schembri et al. (2010), Van Laer et al. (2014); Van Laer et al. (2019a); Van Laer et al. (2019b); Vazquez et al. (2020), Anaza et al. (2020); Eng and Jarvis (2020) and Johnson et al. (2015)