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This paper introduces an addressability logic for crafting research contributions to advance scientific and societal impact in marketing and consumer research. For research to be meaningful we ask: for whom? Using rhetorical audience analysis, we examine 80 interpretivist articles in four journals over twenty years to identify their intended addressees. We identify four audience categories along aThis paper introduces an addressability logic for crafting research contributions to advance scientific and societal impact in marketing and consumer research. For research to be meaningful we ask: for whom? Using rhetorical audience analysis, we examine 80 interpretivist articles in four journals over twenty years to identify their intended addressees. We identify four audience categories along a
