TY - JOUR
AU - Stern, Barbara, B.
AB - Abstract This article proposes literary criticism as a source of insight into consumer behavior, presents a broad overview of literary criticism, provides a specific illustrative analysis, and offers suggestions for further research. Literary analysis of advertising text reveals elements that provide additional information to consumer researchers, and contributions of literary criticism to consumer research are discussed. Major postwar critical schools are reviewed, and relevant theoretical concepts summarized. An ad for Ivory Flakes is analyzed using a variety of concepts drawn from literary schools, primarily sociocultural and reader-response ones. Suggestions for additional research on content analysis, image analysis, and the history of consumption are made. This content is only available as a PDF. Author notes * Barbara B. Stern is Associate Professor, Department of Business Administration, College of Arts and Sciences, Rutgers University, Newark, NJ 07102. She gratefully acknowledges the financial support of the Rutgers University Research Council Grant and thanks three anonymous reviewers for valuable comments on earlier versions of this article. She also thanks Paul S. Speck for his insightful comments. © JOURNAL OF CONSUMER RESEARCH
TI - Literary Criticism and Consumer Research: Overview and Illustrative Analysis
JF - Journal of Consumer Research
DO - 10.1086/209218
DA - 1989-12-01
UR - https://www.deepdyve.com/lp/oxford-university-press/literary-criticism-and-consumer-research-overview-and-illustrative-PN01FRZoTr
SP - 322
VL - 16
IS - 3
DP - DeepDyve
ER -