Constructing the object of research in the manner of Piet Mondrian

Abstract

Drawing from the way the artist Piet Mondrian constructs objects in his paintings, we offer an epistemology for consumer research based on a five-step process for constructing the object of research. We show how the five steps fit with both existential phenomenology and the context of context approach. We also contribute to the current epistemological debate in consumer research showing commonalities between these two paradigms, often considered antagonistic due to their different unit of analysis. Finally, we encourage the shift towards art in consumer research, by studying artists to rethink the relationship between researchers and their objects of research.

Putting theanthroposback in consumer research: Beyond reductionisms

“…Only a handful or so of his original works are translated, and while these are all good books, it would be an overstatement to say that they represent his most important or most central works. Within CCT, Morin's thoughts have been evoked in the epistemological reflections of Askegaard and Linnet (2011) and Pomiès and Tissier-Desbordes (2016) and brief introductions to the relevance of his work for CCT have been provided in general (Askegaard, 2018) and concerning his complexity paradigm in particular (Brunel, 2015).…”

Rétablir l’anthroposdans la recherche sur le consommateur : au-delà des réductionnismes

“…Seule une poignée de ses travaux a été traduite et bien que ce soient tous de bons livres, il serait exagéré de dire que ce sont ses apports les plus importants ou les plus centraux. Dans la CCT, il a été fait référence à Morin dans les réflexions épistémologiques d’Askegaard et Linnet (2011) et de Pomiès et Tissier-Debordes (2016), et dans de brèves introductions sur la fertilité de son travail pour la CCT (Askegaard, 2018) et sur son paradigme de la complexité (Brunel, 2015).…”