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Existential-phenomenology is presented as an alternative paradigm for conceptua izing and studying consumer experience. A paradigm refers to a group of researchers sharing common assumptions about the nature of reality, utilizing common methodologies, and dealing with similar problems. The authors gratefully acknowledge the invaluable assistance of the university of tennessee's Learning research center.
Existential-phenomenology is presented as an alternative paradigm for conceptua izing and studying consumer experience. A paradigm refers to a group of researchers sharing common assumptions…