Folklore, Families and Fear: Exploring the Influence of the Oral Tradition on Consumer Decision-making

  title={Folklore, Families and Fear: Exploring the Influence of the Oral Tradition on Consumer Decision-making},
  author={Robin Croft},
  journal={Journal of Marketing Management},
  pages={1053 - 1076}
  • R. Croft
  • Published 1 November 2006
  • Sociology
  • Journal of Marketing Management
The oral tradition has long been studied by social psychologists and cultural anthropologists for the insights it can provide: folklore both mirrors and shapes the anxieties, fears, hopes and understandings of societies and of groups within it. This paper uses traditional and contemporary legend in an attempt to gain some understanding of the consumption experiences and decision-making processes of families. It finds that the modern oral tradition overwhelmingly reflects the worries that… 
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