ABSTRACT
Developed primarily through feminist critiques of the production of knowledge, researcher reflexivity has been identified in consumer research (Wallendorf and Brucks 1993; Hirschman 1993; Thompson 2002) and in the wider social sciences (e.g. Wasserfall 1993; Mauthner and Doucet 2003) as a way to address power and control in the research encounter, to attend to the researcher/researched dynamic and to give insightful commentaries into the research process itself. Following the call for consumer and marketing researchers to “exhibit a degree of reflexivity” in order to “recognise the role of the researcher in the production of knowledge” (Tadajewski and Brownlie 2008, p. 10), this paper develops a structured approach to the possibilities of critical reflexive practice in marketing and consumer research.
