Rehumanizing marketing (and consumer behaviour)

Ben Wooliscroft

pp. 53-58

in: Richard Varey, Michael Pirson (eds), Humanistic marketing, Basingstoke, Palgrave Macmillan, 2014

Abstract

Why should we care about the words used in marketing and consumer behaviour? Surely, as modern disciplines, the words and phrases accu. rately reflect that which we study and that interests us, and our termi. nology doesn't blind us to important issues or have the potential to upset or alienate people?