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Jan-Hendrik Bucher
Last Name
Bucher
First name
Jan-Hendrik
Email
jan-hendrik.bucher@unisg.ch
Phone
+41 71 224 7215
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1 - 6 of 6
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PublicationConsumer Empiricism: Consumers’ quasi-scientific strategies to evaluate consumption routines.( 2022-10)How do consumers evaluate consumption routines? Using a qualitative research design, we study consumers who quasi-scientifically evaluate consumption routines. We conceptualize consumers’ quasi-scientific approach as consumer empiricism. We uncover four empiricist strategies consumers use to evaluate consumption routines and show how an increasing lay-notion of rationality impacts consumption behavior.Type: conference speech
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PublicationType: conference speech
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PublicationFrom consumer interpretivism to consumer empiricism: Consumers’ quasi-scientific strategies to evaluate consumption products.( 2022-07)Prior literature shows how consumers use information processing strategies to evaluate experience products before establishing consumption routines. For instance, consumers interpret brands, aesthetics, brand names, or prices to guide their evaluations. We suggest that consumers also pursue a complementary evaluation strategy that we call empiricist evaluation. Using in-depth interviews and netnographic data collection, we study consumers who aim to evaluate experience products rationally, analytically, and evidence-based. We conceptualize this quasi-scientific evaluation strategy as consumer empiricism. Our literature review identifies prior research that alludes to this phenomenon. However, we miss a holistic understanding of consumers’ empiricist evaluation strategies. Therefore, we ask: How and under what conditions do consumers use empiricist strategies to evaluate consumption routines? We find that consumers use empiricist evaluation strategies in high-involvement consumption fields as they are driven by three interlocking cultural discourses: Institutional mistrust, an urge for optimization, and hyper-individualization. Further, our findings show how consumers use empiricist methods of observation, quantification, triangulation, and sensation to evaluate experience products in their individual contexts.Type: conference speech
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PublicationDas Ding an sich: Material objects in consumer research( 2019-05-10)Woermann, NiklasType: conference speech
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PublicationUnboxing consumption objects: The epistemic dimension of commodification( 2019-07-17)Woermann, NiklasType: conference speech
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PublicationType: conference speech