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A Role for Poetry in Consumer Research

John F. Sherry, Jr. and John W. Schouten
Journal of Consumer Research
Vol. 29, No. 2 (September 2002), pp. 218-234
Published by: Oxford University Press
DOI: 10.1086/341572
Stable URL: http://www.jstor.org/stable/10.1086/341572
Page Count: 17
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A Role for Poetry in Consumer Research
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Abstract

Consumer researchers are wrestling with the crisis of representation that has challenged contiguous disciplines over the past decade. Traditional or conventional prose articles seem increasingly insufficient as vessels for representing our understandings and experiences. In this article, we demonstrate how poetry contributes to the research enterprise. We use our own experiences as researcher‐poets to illustrate how the writing and close reading of poetry can take us directly to the heart of consumption. Our essay is intended to provide a philosophical basis for the inclusion of poetry between the covers of this journal.

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