Lit Crit Riffin’: A collaborative mode of literary criticism in marketing theory

Jennifer TakharMarket Interactions , SKEMA Business School, Jonatan SodergrenMarketing and Consumption Department, Bristol University, Anthony PattersonMarketing Department, Management School, Lancaster University, Lorna StevensMarketing, Bath University

Marketing Theory

Published online on September 18, 2025

Abstract

Marketing Theory, Ahead of Print.
This paper explores the uses of literary criticism in consumer research, specifically within the humanistic tradition, by applying Roland Barthes’s theorisation that all texts embody multiple significations, thus open to diverse interpretations. We extend ...