0415773237.Routledge.The.Undermining.of.Beliefs.in.the.Autonomy.and.Rationality.of.Consumers.Dec.2007.pdf

The Undermining of Beliefs in

the Autonomy and Rationality of

Consumers

This book examines modern consumption, focusing on concepts of autonomy

and rationality. In recent years, conventional ideas of ‘free will’ have come

under attack in the context of consumer choice and similarly, postmodernists

have sabotaged the very notion of consumer rationality. O’Shaughnessy and

O’Shaughnessy adopt a moderating perspective, reviewing and critiquing

these attacks in order to work towards a more nuanced view of the consumer:

neither entirely autonomous nor perfectly rational.

While the first part of this book concentrates on assailing critiques of ‘free

will’, the second part takes issue with the postmodernist emphasis on the

non-rational. The authors situate these critiques in the context of key

academic debate, examining the logic and empirical bases for their claims

thus leading to a deeper understanding of ‘bounded’ rationality and the

potential of the adaptive unconscious to affect consumer choice.

This book is a distinctive contribution to the debates surrounding

consumerism and will be of great interest to graduate students and

researchers engaged with marketing, consumer choice, and consumer

psychology. It will also be of interest to those working in advertising and

market research.

John O’Shaughnessy is Emeritus Professor of Business at the Graduate

School of Business, Columbia University, New York.

Nicholas Jackson O’Shaughnessy is Professor of Marketing and

Communications at Queen Mary, University of London .

Routledge interpretive marketing research

Edited by Stephen Brown and Barbara B. Stern

University of Ulster, Northern Ireland and Rutgers,

the State University of New Jersey, USA

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer

research. Methodologists from the humanities are taking their place along-

side those drawn from the traditional social sciences.

Qualitative and literary modes of marketing discourse are growing in pop-

ularity. Art and aesthetics are increasingly firing the marketing imagination.

This series brings together the most innovative works in the burgeoning

interpretive marketing research tradition. It ranges across the methodological

spectrum from grounded theory to personal introspection, covers all aspects

of the postmodern marketing ‘mix’, from advertising to product development,

and embraces marketing’s principal sub-disciplines.

1 The Why of Consumption

Edited by S. Ratneshwar,

Glen Mick and Cynthia Huffman

4 Visual Consumption

Jonathan Schroeder

5 Consuming Books

The marketing and consumption

of literature

Edited by Stephen Brown

2 Imagining Marketing

Art, aesthetics and the avant-garde

Edited by Stephen Brown and

Anthony Patterson

6 The Undermining of

Beliefs in the Autonomy

and Rationality of

Consumers

John O’Shaughnessy and Nicholas

Jackson O’Shaughnessy

3 Marketing and Social

Construction

Exploring the rhetorics of

managed consumption

Chris Hackley

Also available in Routledge interpretive marketing research series:

Representing Consumers

Voices, views and visions

Edited by Barbara B. Stern

Consumer Value

A framework for analysis and research

Edited by Morris B. Holbrook

Romancing the Market

Edited by Stephen Brown,

Anne Marie Doherty and

Bill Clarke

Marketing and Feminism

Current issues and research

Edited by Miriam Catterall, Pauline

Maclaran and Lorna Stevens

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