Haigh, Justine and Crowther, Geoff (2005) Interpreting motorcycling through its embodiment in life story narratives. Journal of Marketing Management, 21 (5). pp. 555-572. ISSN 1071-1988

With the increasing goal of contemporary consumer research to understand the actual life experiences of consumers, the need for more qualitative approaches becomes essential in acquiring data and answering questions typically overlooked by traditional quantitative-based techniques. Therefore, the use of detailed open-ended interviewing and the collection of narratives are proposed in opposition to positivist social science. Motorcyclist life story narratives are explored in demonstrating how narrative approaches assist in understanding voluntary risk-taking. The paper's findings suggest a positive outlook for the high-risk performer, rather than possessing a stable or fixed 'risk-taking personality type,' participants are seen as culturally informed actors. The manner by which motorcyclists engage with their activity in an ongoing reflexive manner offers an opportunity for those wishing to promote alternative aspirations for motorcyclists. Therefore, marketing campaigns can encourage participants' to focus on competence, wisdom and safety rather than excitement, performance and speed

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