CONTENTS 
Montaigne’s Epicureanism 
From Montaigne to Pater 
Water Pater 
Marius the Epicurean 
Subjective Personal Introspection in Consumer Research: 
Morris the Epicurean 
Aims 
Concepts 
Methods 
The ACR Trilogy 
Future Directions 
Conclusion 
COMMENTARY 
The Romantic Arbiter: A Comment on Holbrook 
Thomas C. O'Guinn 
Romanticism 
[ntrospection 
Morris 
COMMENTARY 
How to Study Imaginary Aspects of Consumption 
Liisa Uusitalo 
Why Should Interpretative, Holistic Research 
Self-Introspection? 
The Problem of Replicability 
Introspection as Anti-Establishment Research? 
Anomalies of the Introspective Method 
Romanticism as Postmodernity 
COMMENTARY 
Romanticism, Consumption, and Introspection: 
Some Comments on Professor Holbrook’s Paper 
Colin Campbell 
1. The Lack and Need for Adequate Theory 
2. The View of Consumption as Essentially Hedonic 
3. The Romantic Sources of Hedonism 
4. The Emergence of Romanticism from Puritanism 
Introspection and the Study of Consumption 
What Is Meant by Introspection? 
49 
51 
53 
54 
59 
59 
61 
62 
64 
66 
67 
KR 
83 
84 
85 
“7 
~ 
87 
89 
90 
91 
91 
> 
NE 
96 
97 
98 
98 
100 
100