Consumers’ Car Careers: A Phenomenological Study of Their Lifetime Experiences with Automobiles
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The idea of looking at individuals' experiences with a product as whole over time has begun to surface in consumer research in the idea of consumer careers. This paper reviews this and related concepts and then reports on a phenomenological study of 20 consumers and their car career experiences. The interpretive analysis yielded both metathemes and themes, as well as individual metaphors. The metathemes included the trajectory of a consumer's experience, the idea of themes serving as either as markers (terms used to characterize or bound careers) or behavioral determinants, and purchasing versus driving as foci of consumers' accounts. The themes were analyzed in terms of these metathemes as well as being found to fall into two broad categories: (1) self-ascribed (demographic) themes (i.e., age, family, income and wealth, gender and work career) and (2) experiential themes involving cars themselves and the driving of them. The consumers were also characterized in individual terms and the expression of this individuality was considered. Finally, future research directions are offered.
Abstract
The idea of looking at individuals' experiences with a product as whole over time has begun to surface in consumer research in the idea of consumer careers. This paper reviews this and related concepts and then reports on a phenomenological study of 20 consumers and their car career experiences. The interpretive analysis yielded both metathemes and themes, as well as individual metaphors. The metathemes included the trajectory of a consumer's experience, the idea of themes serving as either as markers (terms used to characterize or bound careers) or behavioral determinants, and purchasing versus driving as foci of consumers' accounts. The themes were analyzed in terms of these metathemes as well as being found to fall into two broad categories: (1) self-ascribed (demographic) themes (i.e., age, family, income and wealth, gender and work career) and (2) experiential themes involving cars themselves and the driving of them. The consumers were also characterized in individual terms and the expression of this individuality was considered. Finally, future research directions are offered.
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