Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/22103
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Involvement and Detachment: The Application of Figurational Sociology Methodologies in Consumer Research and Macromarketing
Authors: Sinclair, Gary
Contact Email: gary.sinclair@stir.ac.uk
Keywords: figurational sociology
methodology
consumer communities
macromarketing
participant-observation
music consumption
Issue Date: Mar-2016
Publisher: SAGE
Citation: Sinclair G (2016) Involvement and Detachment: The Application of Figurational Sociology Methodologies in Consumer Research and Macromarketing, Journal of Macromarketing, 36 (1), pp. 27-40.
Abstract: The macro-micro dichotomy prevalent in consumer research has led to methodological issues this article explores. Drawing from figurational theory and using a three-year participant-observation of heavy metal fans as a case study, this article puts forward a potential route for synthesis between dominant micro and macro perspectives. Merging contemporary consumer research methods with broader figurational theories of historical change and figurational methods allows for a more holistic understanding of consumer communities. The methodological approach used elucidates the problematic aspects of studying contexts seen as controversial and, hence, emotionally charged and value-laden. Despite the shared importance that figurationalists and macromarketers hold for developing accounts that recognize the relationship between broader structural processes, the emphasis figurationalists place on attaining a balance between involvement and detachment conflicts with the prominence that macromarketing scholars give to using their research to "serve" society. The implications of this difference are discussed.
Type: Journal Article
URI: http://hdl.handle.net/1893/22103
DOI Link: http://dx.doi.org/10.1177/0276146715599575
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division

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