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Title Discovery-oriented consumer research
Author Wells, W. D.
Source Journal of Consumer Research, 19, 4, pp. 489-504
Year 1993
Access date 20.04.2013

The Journal of Consumer Research and the Association for Consumer Research initiated a new discipline, intended to embrace divergent topics, methods, concepts, data, motives, partners, and ideas. Over the years, that vision has faded. Now the discipline faces inward, toward a narrower range of issues, and away from the real world. Five guidelines seek to redirect the discipline toward its original goals. These guidelines advocate wider horizons, a larger audience, a different talent mix, more emphasis on discovery, more attention to consumers, and more single-minded dedication to meaningful results.

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Year of publication1993
Bibliographic typeJournal article