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Ethical dilemmas in studying family consumption

  • Ratna Khanijou
    ,
  • Daniela Pirani
  • University of Liverpool
Research Output:
Contribution to journal
Article
 Peer-review

Abstract

Purpose – The purpose of this paper is to explore the types of ethical challenges and dilemmas researchers face when engaging in family consumption research. Design/methodology/approach – Drawing from the concept of micro-ethics to bridge reflexivity with ethics in practice, the paper provides a reflexive account of the various ethical dilemmas encountered by two family consumption scholars during their fieldwork. Both researchers conducted qualitative research on family meals. Findings – The paper reveals five types of ethical tensions that can arise when doing research on family consumption. These tensions are addressed as display, positioning, emotional, practical and consent dilemmas, all of which have ethical implications. The findings unpack these dilemmas, showing empirical and reflexive accounts of the researchers as they engage in ethics in practice. Solutions and practical strategies for dealing with these ethical tensions are provided. Originality/value – Despite the growing interest in interpretive family research, there is less attention on the ethical and emotional challenges researchers face when entering the family consumption scape. As researching families involves entering an intimate area of participants’ lives, the field may be replete with tensions that may affect the researcher. This paper brings the concept of micro-ethics to family marketing literature, showing how researchers can do ethics in practice. The paper draws on reflexive accounts of two researchers’ personal experiences, showing their emotional, practical, positioning and display challenges. It also provides practical strategies for researchers to deal with dilemmas in the field. Keywords: Reflexivity, Ethics, Consumption, Family, Display, Dilemmas

Publication Information

Output type

Research Output:
Contribution to journal
Article
 Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 32-46

Journal (Volume, Issue Number)

Qualitative Market Research (Volume 24, Issue 1)

Publication milestones

  • Accepted/In press - 10/11/2019
  • Published - 27/01/2020

Publication status

Published - 27/01/2020

ISSN

1352-2752

Publication IDs

  • handle.net: 10547/624236
  • Scopus: 85079452839

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