Morris B. Holbrook, Subjective Personal Introspection, and the Hunger Games: A Young Researcher’s Introspective Perspective
In this paper, the author reflects on how the introspective/autoethnographic work of Emeritus Prof Morris B. Holbrook has inspired and influenced the direction of his own research, his way of thinking, and his personal style of academic writing. Apart from introducing me to SPI as an alternative methodology for understanding consumer behavior, Holbrook's publications were actually the first ones in marketing and consumer research that touched something inside him, that truly spoke to him, and that genuinely opened his eyes to the everyday wonders in a consumer’s mundane consumption experiences and practices, because the presented narrative and voice of an individual consumer’s personal consumption experiences feels more real, natural, true, and insightful than the various artificial or imposed consumer depictions provided by the traditional “scientific” (often scientistic) scholarship. Drawing on the analogy of "The Hunger Games"-trilogy, the author also highlights that a scholar pursuing autoethnographic research has to overcome these days severe roadblocks and obstacles brought about by Academia's increasingly "brutal" publishing games.
Citation : Wohlfeil, Markus (2015) Morris B. Holbrook, Subjective Personal Introspection and the Hunger Games: A Young Researcher’s Introspective Perspective. In: Sheth, J. and Gould, S.J. (Eds.) Legends in Marketing: Morris B. Holbrook, Volume 10: Qualitative Methods Part III: Subjective Personal Introspection, New York: Sage, pp. 391-395.
ISBN : 9788132118602
Peer Reviewed : Yes