ISSN 1671-3710
CN 11-4766/R

›› 2006, Vol. 14 ›› Issue (5): 729-736.

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Consumer Research: The Methodology of Existential-Phenomenology and Its Application

He Jiaxun   

  1. Business School of East China Normal University, Shanghai 200062, China
  • Received:2005-08-08 Revised:1900-01-01 Online:2006-09-15 Published:2006-09-15
  • Contact: He Jiaxun

Abstract: Existential-phenomenology has its unique benefits in the consumer research field which positivism is the dominant paradigm, it can provide an empirically based and methodologically rigorous understanding of consumer phenomena. The use of non-positivist research method, however, does not preclude existential-phenomenology from addressing and/or sharing some of logical positivism’s epistemological concerns. If certain philosophical assumptions and methodological constraints that often accompany logical positivist thought are bracketed, it can be seen that positivism’s broad evaluative criteria are reasonable standards for existential-phenomenology research. In this article, the author focuses on basic tenets of existential-phenomenon and describes a research methodology based on them

Key words: consumer research, existential-phenomenology, consumer behavior, methodology

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