Purpose – The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video‐ethnography...

It is well established that consumers employ purchase criteria that can be characterized as either more functionally oriented or more expressively oriented, depending on the category and situation. However, the literature review revealed a lack of clarity as to how (and if) social class...