Thompson (1998) suggests that the relevant implication of the life-world is that the
consumer as text metaphor needs to be reflectively adapted and enriched through a
dynamic combination of consumers who interpret their experiences and consumer
researchers who interpret consumer’s narratives. In other words “it is important to
recognise that human existence has some text like qualities but it is not text per se”
(Thompson, 1998, p. 129). As a means of interpretation, Thompson (1997) in his
analysis of consumer experiences, advocates part to whole analysis of participant