TY - JOUR

T1 - Art, ideology, and introspection

AU - Patterson, Anthony

PY - 2010/3

Y1 - 2010/3

N2 - PurposeThe purpose of this paper is to explore introspection in marketing research, its controversial origins, its positioning as an art form, the possibilities and the pitfalls of research based on this method, and how to successfully enter into its creative spirit.Design/methodology/approachAlthough its overall approach is broadly conceptual, in a similar fashion to the dramatic device of a‐play‐within‐a‐play, the paper makes a habit of using introspection to reflect on introspection.FindingsWhile it is clear that well‐written introspections can deliver rich stream‐of‐consciousness accounts of marketing‐relevant goodness from beginning to end, they provide more than just frivolous entertainment. The innermost imperative of introspection equates well with consumption, creativity and aestheticisation, the corner‐stones of arts marketing.Research limitations/implicationsThe inherent mucky‐mindedness of introspection as a formal method lays its success or failure on the shoulders of the paper's author.Practical implicationsWhatever their interpretive methodology of choice, arts marketers, indeed all marketers, should give serious thought to integrating introspection into their research approach.Originality/valueWhile many of the ideas in the paper are pilfered from other sources (see long list of references), the author is proud to assert that precisely these words have never been written in precisely this order.

AB - PurposeThe purpose of this paper is to explore introspection in marketing research, its controversial origins, its positioning as an art form, the possibilities and the pitfalls of research based on this method, and how to successfully enter into its creative spirit.Design/methodology/approachAlthough its overall approach is broadly conceptual, in a similar fashion to the dramatic device of a‐play‐within‐a‐play, the paper makes a habit of using introspection to reflect on introspection.FindingsWhile it is clear that well‐written introspections can deliver rich stream‐of‐consciousness accounts of marketing‐relevant goodness from beginning to end, they provide more than just frivolous entertainment. The innermost imperative of introspection equates well with consumption, creativity and aestheticisation, the corner‐stones of arts marketing.Research limitations/implicationsThe inherent mucky‐mindedness of introspection as a formal method lays its success or failure on the shoulders of the paper's author.Practical implicationsWhatever their interpretive methodology of choice, arts marketers, indeed all marketers, should give serious thought to integrating introspection into their research approach.Originality/valueWhile many of the ideas in the paper are pilfered from other sources (see long list of references), the author is proud to assert that precisely these words have never been written in precisely this order.

U2 - 10.1108/17506181011024760

DO - 10.1108/17506181011024760

M3 - Journal article

VL - 4

SP - 57

EP - 69

JO - International Journal of Culture, Tourism and Hospitality Research

JF - International Journal of Culture, Tourism and Hospitality Research

IS - 1

ER -