_____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust?
A) Touchpoint analysis
B) Psychology
C) Sociology
D) Phenomenology
E) Conjoint analysis

Question

Quizplus · Accepted Answer

Phenomenology focuses on the subjective experiences of individuals and aims to understand the essence of their experiences. It relies on in-depth interviews and exploration of the individual's perspective. It is often used in consumer research to gain insights into how consumers experience and make sense of consumption activities.

_____ Represents the Study of Consumption as a "Lived Experience