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Writing Russell Belk: excess all areas

University of Ulster, Northern Ireland, sfx.brown{at}ulster.ac.uk

Hope Jensen Schau

University of Arizona, USA

Russell Belk is one of the most distinguished thought leaders in marketing and consumer research. He is also one of its most distinctive. This paper examines the distinctiveness of Russell Belk's remarkable writing style, arguing that it exemplifies the `academic gothic'. Five characteristically gothic traits are found in his published corpus — excess, monstrosity, irony, supernaturalism, doubling — and the implications for writing marketing research are considered.

Key Words: academic gothic •consumer research •Russell Belk •writing marketing

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