Spirits in the marketplace

Ozanne, J and Appau, S 2019, 'Spirits in the marketplace', Journal of Marketing Management, vol. 35, no. 56, pp. 451-466.


Document type: Journal Article
Collection: Journal Articles

Title Spirits in the marketplace
Author(s) Ozanne, J
Appau, S
Year 2019
Journal name Journal of Marketing Management
Volume number 35
Issue number 56
Start page 451
End page 466
Total pages 16
Publisher Routledge
Abstract Good research demands that researchers are reflexive, understanding that all findings are socially constructed and susceptible to the unacknowledged interests of the researcher. When studying the consumption of religion and spirituality, how does a researcher mitigate a potential secularist worldview to consider consumers' alternative metaphysical assumptions? And when these alternative worldviews posit divine and occult forces, how should the researcher study and theorise these forces? Based on our research of Pentecostalism in Ghana, we offer four suggestions. First, we demonstrate the importance of delineating the socio-historical context of our informants' worldview. Second, we encourage exploring the potential of indigenous methods that may be more culturally sensitive; in this case, we show how religious testimony offers new insights as a way of knowing that is consistent with our informants' worldview. Third, we advocate theorising within the frame of the indigenous metaphysical worldviews, such as understanding the religious testimonies as affective performances. Finally, we reflect on the benefits of moving beyond reflexivity to paths of action that seek rapprochement among differing worldviews.
Subject Marketing Research Methodology
Keyword(s) Pentecostal Christianity
reflexivity
spirits
spiritual warfare
testimony
DOI - identifier 10.1080/0267257X.2019.1585154
Copyright notice © 2019 Westburn Publishers Ltd.
ISSN 0267-257X
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