A role for poetry in consumer research

John F. Sherry*, John W. Schouten

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

108 Citations (Scopus)


Consumer researchers are wrestling with the crisis of representation that has challenged contiguous disciplines over the past decade. Traditional or conventional prose articles seem increasingly insufficient as vessels for representing our understandings and experiences. In this article, we demonstrate how poetry contributes to the research enterprise. We use our own experiences as researcher-poets to illustrate how the writing and close reading of poetry can take us directly to the heart of consumption. Our essay is intended to provide a philosophical basis for the inclusion of poetry between the covers of this journal.

Original languageEnglish
Pages (from-to)218-234
Number of pages17
JournalJournal of Consumer Research
Issue number2
Publication statusPublished - Sep 2002
MoE publication typeA1 Journal article-refereed


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