Spirits in the marketplace. Issue 5 (24th March 2019)

• Record Type: Journal Article
• Authors: Ozanne, Julie L.; Appau, Samuelson
• Is Part Of: Journal of marketing management. Volume 35:Issue 5/6(2019)
• Page Start: 451
• Page End: 466
• Publication Date: 2019-03-24
• Subjects: Pentecostal Christianity -- reflexivity -- spirits -- spiritual warfare -- testimony; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2019.1585154
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: Good research demands that researchers are reflexive, understanding that all findings are socially constructed and susceptible to the unacknowledged interests of the researcher. When studying the consumption of religion and spirituality, how does a researcher mitigate a potential secularist worldview to consider consumers' alternative metaphysical assumptions? And when these alternative worldviews posit divine and occult forces, how should the researcher study and theorise these forces? Based on our research of Pentecostalism in Ghana, we offer four suggestions. First, we demonstrate the importance of delineating the socio-historical context of our informants' worldview. Second, we encourage exploring the potential of indigenous methods that may be more culturally sensitive; in this case, we show how religious testimony offers new insights as a way of knowing that is consistent with our informants' worldview. Third, we advocate theorising within the frame of the indigenous metaphysical worldviews, such as understanding the religious testimonies as affective performances. Finally, we reflect on the benefits of moving beyond reflexivity to paths of action that seek rapprochement among differing worldviews.