Construing the Critical Imagination: Comments and Necessary Diversions

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Abstract
The following article offers a critique of the “critical imagination” thesis espoused by Murray and Ozanne in a recent article published in the Journal of Consumer Research. Also provided is a commentary on the proposed utilization of the Frankfurt Circle version of critical theory as a groundwork for consumer research. The possibility of emancipatory action stemming from critical consumer research is broadly discussed. Diversions on these themes are offered as potential areas for theory building and for the formulation of alternative conceptions of critical consumer research.