Curating emancipatory praxis: Exhibition as method
Year: 2026
Type: article
Abstract: Interpretive consumer research has championed alternative qualitative methods to advance marketing theory. This canon of research has provided alternative expressions of various consumption experiences and new ways of fostering knowledge in a well-established tradition of methodological emancipation. In this paper we advance this canon by introducing exhibition as method to consumer research. To do so we discuss our use of exhibition as method in a project entitled ‘The Marketplace & I’. Our offering of exhibition as method invokes curation theory and structurally guides consumer researchers who wish to draw on exhibitions as an alternative mode of qualitative research. We subsequently demonstrate how the utility of exhibition as method can move consumer research more readily from methodological emancipation towards ‘emancipatory praxis’ where our research efforts are made more accessible to broader audiences outside of academia.
Source: Marketing Theory
Authors: Leighanne Higgins, Killian O’Leary
Institution: Lancaster University
Language: English
Subfield: Visual Arts and Performing Arts
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,900
Funder: Academy of Marketing
OpenAlex ID: W7204867774