:

y
g
o
l
o
n
h
c
e
T
f
o
s
e
x
o
d
a
Par
,
e
c
n
a
z
i
n
g
o
Consumer C
g
n
i
p
o
C
d
n
Emotion, a
Susan
d
n
s
a
e
k
i
ic
g
M
n
e
t
le
SatvridaG
D
)
Fournier(1998

Background

Industrial Development Period:

Progress
Modern Period: Liberty Control and
Efficiency( Boorstin 1978)
Postmodernity: Paradox(Berman
1983):polar opposite conditions can
simultaneously exist

Contribution:

Codified and derive philosophically

accurate conceptualization of
paradoxes using ground theory;
Enrich paradoxes in CB research
Interesting Findings

Method

1 Four depth focus group

2 Memo(125 memos)
3 Mail survey
local communities(89, age 25-43,37
males) sentence completions and
dream-telling exercises
4 Phenomenological interview
(29 households): cross-sectional;
Longitudinal-data: 24h within purchase;
6-8weeks;6-8 months
******************************
Data Analysis
Modified constant comparative
technique(Denzin 1989)

Findings

1 VS
2 VS

3 VS
By the time a product hits the general market, its
long obsolete in terms of technology (Flink,1995)
Get U commited to it and then suddenly
change( Tony)

Do sth I couldnt
4 VS More difficult for average layman to understand how it
works.

5 VS

6 VS

7 VS

6 VS

Pre-acquisition

Consumption

Stage
Coping Strategies
Avoidance

Confrontative

(a)Ignore
(b)Refuse
(c)Delay

(h)Neglect
(i)Abandonment
(j) Distancing

(d) Pretest
(k) Accommodation
(e) Buying
(I) Partnering
heuristics(latest\bas (m) mastering
ic\expensive\familia
r\reliable)
(f)Extended
decision making
(g)Extended
Warranty/
Maintenance

1 Confrontative leads to better

adjustment than avoidance

2 Moderators: prone to use certain

strategies
3 Dynamics of paradoxes and coping
strategies:
change\combination\Constantly
arising ,subsiding, transforming during
the interaction

!
U
O
Y
K
N
A
TH
By