Handbook of Qualitative Research Methods in Marketing
Edited by Russell W. Belk
Chapter 31: Romancing the Gene: Making Myth From ‘Hard Science’
Elizabeth C. Hirschman and Donald Panther-Yates
Extract
31 Romancing the gene: making myth from ‘hard science’ Elizabeth C. Hirschman and Donald Panther-Yates Problematizing consumer ethnicity: introduction What we want to explore in the present chapter is how consumers who are not highly trained in bi...
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