The application of Memory‐Work in consumer research

• Memory‐Work is by origin a feminist, social constructionist method devoted to the investigation of socially constructed and culturally embedded phenomena. In this paper, Memory‐Work is presented to consumer research in order to (1) widen the methodological scope of interpretive consumer research and thus advance new insights, (2) present a method well known to other scientific fields that may supplement micro‐social studies of consumer's practices with more macro‐cultural insights, and finally (3) to illustrate the application of the general method to the study of consumer behaviour. Apart from a few notable exceptions, Memory‐Work has not yet been applied to consumer research and its benefits for this kind of research have not been discussed. This paper seeks to fill this gap, by illustrating how consumer research may apply and benefit from Memory‐Work.

Copyright © 2009 John Wiley & Sons, Ltd.