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Research Details

Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior

Abstract

Consumer behavior depth interviews are grouped with other kinds of story telling--fairy tales, novels, psychological test responses, and myths--as imaginative statements that can be qualitatively interpreted for their functional and symbolic content. Drawing upon the Claude Levi-Strauss approach to the analysis of myths, a structuralist interpretation illustrates application to the age, sex, and social status dimensions of food consumption.

Type

Book Chapter

Author(s)

Sidney Levy, Sidney Levy

Date Published

1981

Citations

Levy, Sidney, and Sidney Levy. 1981. Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior.

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