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Lit Crit Riffin’: A Collaborative Mode of Literary Criticism in Marketing Theory

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Forthcoming

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Lit Crit Riffin’: A Collaborative Mode of Literary Criticism in Marketing Theory. / Takhar, Jennifer; Sodergren, Jonatan; Patterson, Anthony et al.
In: Marketing Theory, 26.08.2025.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Takhar, J, Sodergren, J, Patterson, A & Stevens, L 2025, 'Lit Crit Riffin’: A Collaborative Mode of Literary Criticism in Marketing Theory', Marketing Theory.

APA

Takhar, J., Sodergren, J., Patterson, A., & Stevens, L. (in press). Lit Crit Riffin’: A Collaborative Mode of Literary Criticism in Marketing Theory. Marketing Theory.

Vancouver

Takhar J, Sodergren J, Patterson A, Stevens L. Lit Crit Riffin’: A Collaborative Mode of Literary Criticism in Marketing Theory. Marketing Theory. 2025 Aug 26.

Author

Takhar, Jennifer ; Sodergren, Jonatan ; Patterson, Anthony et al. / Lit Crit Riffin’ : A Collaborative Mode of Literary Criticism in Marketing Theory. In: Marketing Theory. 2025.

Bibtex

@article{ef95a673901f45d4a39a36379ffe1c2c,
title = "Lit Crit Riffin{\textquoteright}: A Collaborative Mode of Literary Criticism in Marketing Theory",
abstract = "This paper explores the uses of literary criticism in consumer research, specifically within the humanistic tradition, by applying Roland Barthes{\textquoteright}s theorisation that all texts embody multiple significations, thus open to diverse interpretations. We extend this idea by introducing collective criticism to reader-response theory. Through four distinct interpretations of a short story published in Marketing Theory, we highlight how various themes emerge from the same text. We propose the musical metaphor of Lit Crit Riffin{\textquoteright} as a novel methodological approach in consumer research drawing upon literary criticism, emphasising the coexistence of multiple meanings within a single narrative. Unlike conventional reader-response theory, which often privileges a singular interpretation, Lit Crit Riffin{\textquoteright} offers a multivocal alternative that enriches consumer research by embracing diverse, coexisting interpretations.",
author = "Jennifer Takhar and Jonatan Sodergren and Anthony Patterson and Lorna Stevens",
year = "2025",
month = aug,
day = "26",
language = "English",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",

}

RIS

TY - JOUR

T1 - Lit Crit Riffin’

T2 - A Collaborative Mode of Literary Criticism in Marketing Theory

AU - Takhar, Jennifer

AU - Sodergren, Jonatan

AU - Patterson, Anthony

AU - Stevens, Lorna

PY - 2025/8/26

Y1 - 2025/8/26

N2 - This paper explores the uses of literary criticism in consumer research, specifically within the humanistic tradition, by applying Roland Barthes’s theorisation that all texts embody multiple significations, thus open to diverse interpretations. We extend this idea by introducing collective criticism to reader-response theory. Through four distinct interpretations of a short story published in Marketing Theory, we highlight how various themes emerge from the same text. We propose the musical metaphor of Lit Crit Riffin’ as a novel methodological approach in consumer research drawing upon literary criticism, emphasising the coexistence of multiple meanings within a single narrative. Unlike conventional reader-response theory, which often privileges a singular interpretation, Lit Crit Riffin’ offers a multivocal alternative that enriches consumer research by embracing diverse, coexisting interpretations.

AB - This paper explores the uses of literary criticism in consumer research, specifically within the humanistic tradition, by applying Roland Barthes’s theorisation that all texts embody multiple significations, thus open to diverse interpretations. We extend this idea by introducing collective criticism to reader-response theory. Through four distinct interpretations of a short story published in Marketing Theory, we highlight how various themes emerge from the same text. We propose the musical metaphor of Lit Crit Riffin’ as a novel methodological approach in consumer research drawing upon literary criticism, emphasising the coexistence of multiple meanings within a single narrative. Unlike conventional reader-response theory, which often privileges a singular interpretation, Lit Crit Riffin’ offers a multivocal alternative that enriches consumer research by embracing diverse, coexisting interpretations.

M3 - Journal article

JO - Marketing Theory

JF - Marketing Theory

SN - 1470-5931

ER -