Consuming Values. The Culture of Clients, Researchers and Consumers

Rita Denny

The paper focuses on the shifting relationship between consumers and objects of consumption. It suggests that postmodern consumption, in which experiential consumption is foregrounded, forces us to rethink boundaries between researchers, clients and consumers.

Consuming Values: The Culture of Clients, Researchers and Consumers 

Rita DennyThe B/R/S Group Inc, United States

INTRODUCTION

With its functional architecture, rational planning, synchronized work force and sociological models, the industrial city was governed by scientifically ordered measurements, quantities and statistics. The challenge of the postindustrial city is to realize that subjectivity and objectivity are not opposites, but two sides of one coin in the inherently unstable currency of culture (Muschamp 1999).

In the United States today, anthropology, ethnography and observation have received much attention in both the popular press and marketing trade journals. Articles from the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands