Interpretive consumer research is based on the premise that “it may be reasonable to present consumers
as individuals continually changing their needs and behaviour depending on their own internal states and their mutable environment” ( Szmigin and Foxall, 2000: 190).
Drawing on the above quote , explain:

1. What is meant by interpretive consumer research ?

( start with explaining what is consumer research , and then move on to explain what is interpretive consumer research )

Also critically discuss:

2. Positivist and interpretive marketing theory

3. Most important part is this !!!! https://www.youtube.com/watch?v=uaWA2GbcnJU
use the above advertisment shown in lecture from the module to facilitate your argument (incongruent advertising, psychoanalityc and marketing, experience economy, marketing as a theatre)

When you start to critically discuss , pick any of the three below:
Identity
Historical Development
Cultutre + technology