Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance

Abstract

The importafx» of signs and symbols has been widely recognized, but only a handful of consumer researchers have developed theory and research programs based on semiotics, Ihe doctrine of signs. This article outlines the emergence and principal perspectives of semiotics and then discusses its appiications and implications for consumer research. Among rts strengths, semiotics FxDSitions meanirtg at the nucleus of cxmsumer behavior, provides a rich metalanguage for semiotic consumer research, and recommends a multi-paradigm philosophy of science.