Constructing the object of research in the manner of Piet Mondrian
借鉴艺术家蒙德里安构建绘画对象的方式，提出一个五步过程来构建研究对象，融合存在现象学与语境语境方法，并推动消费者研究向艺术转向。
Drawing from the way the artist Piet Mondrian constructs objects in his paintings, we offer an epistemology for consumer research based on a five-step process for constructing the object of research. We show how the five steps fit with both existential phenomenology and the context of context approach. We also contribute to the current epistemological debate in consumer research showing commonalities between these two paradigms, often considered antagonistic due to their different unit of analysis. Finally, we encourage the shift towards art in consumer research, by studying artists to rethink the relationship between researchers and their objects of research.