Which field of study 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

Question

Quizplus · Accepted Answer

Phenomenology is the field of study that focuses on the lived experience of consumers and their subjective perceptions of consumption. This approach relies on in-depth interviews with consumers who have developed confidence and trust with the researcher.

Which Field of Study Represents the Study of Consumption as a "Lived