Abstract
Consumer behavior depth interviews are grouped with other kinds of story telling—fairy tales, novels, psychological test responses, and myths—as imaginative statements that can be qualitatively interpreted for their functional and symbolic content. Drawing upon the Claude Lévi-Strauss approach to the analysis of myths, a structuralist interpretation illustrates application to the age, sex, and social status dimensions of food consumption.
Keywords
MythologyInterpretation (philosophy)Consumption (sociology)PsychologyTest (biology)Consumer behaviourSociologySocial psychologyContent (measure theory)AestheticsEpistemologyAdvertisingLiteratureSocial scienceArtPhilosophyLinguisticsMathematicsBusiness
Related Publications
Debunking Myths and Urban Legends About Meta-Analysis
Meta-analysis is the dominant approach to research synthesis in the organizational sciences. We discuss seven meta-analytic practices, misconceptions, claims, and assumptions th...
Grounded theory, ethnography and phenomenology
Purpose The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in ord...
Using Formative Measures in International Marketing Models: A Cautionary Tale Using Consumer Animosity as an Example
Purpose – Despite the increasing use of formative measurement models in literature, little is known about potential consequences for substantive theory testing. Against this bac...
Publication Info
- Year
- 1981
- Type
- article
- Volume
- 45
- Issue
- 3
- Pages
- 49-61
- Citations
- 411
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
411
OpenAlex
Cite This
Sidney J. Levy
(1981).
Intepreting Consumer Mythology: A Structural Approach to Consumer Behavior.
Journal of Marketing
, 45
(3)
, 49-61.
https://doi.org/10.1177/002224298104500304
Identifiers
- DOI
- 10.1177/002224298104500304