Description

Early Work: Situations, Symbolism, and Critiquing the Dominant Paradigm presents the foundational writings of Russell W. Belk, a pioneering figure in consumer behavior research. This book brings together his early scholarship that challenged traditional, economically driven views of consumption and introduced a more symbolic, experiential, and cultural approach to understanding the marketplace.

Through essays and studies that examine the symbolic meanings embedded in consumer behavior, Belk critiques the dominant positivist paradigms of the time and lays the groundwork for interpretive consumer research. Topics covered include situational influences, consumer rituals, the symbolic nature of products, and the significance of context in shaping consumer decision-making.

Ideal for scholars and students in marketing, sociology, anthropology, and consumer psychology, this book highlights how Belk's early work helped shift the field toward a richer, more humanistic understanding of consumption.

This book is part of the Legend in Consumer Behavior series-a comprehensive 10-book collection of Russell W. Belk's most influential contributions.