Conventional, dominant logic research methods include collecting and analyzing data to test hypotheses in a deductive theory using empirical positivistic methods. In contrast, grounded theory (i.e., building and revising propositional statements of relationships from questioning and observing informants in specific use contexts) constructs theory from data (Glaser & Strauss, 1967). This article demonstrates the application of McCracken's (1988) long interview method to collect data for grounded theory construction. Both emic (self) and etic (researcher) interpretations of international visitor experiences focus on making sense of leisure travel thinking processes (including unconscious/conscious beliefs, attitudes, and choices) and tourist behavior. In this article, long interviews of Japanese tourists visiting Hawaii's Big Island enable mapping and comparing visitors' plans, motivations, choices, and consequences. The results demonstrate nuanced complexities of visitors' travel-related unconscious/ conscious thinking and behavior. Also, the findings uncover the Psychology & Marketing, Vol. 28(10) The present article responds to Cohen's (1999) proposal that quality in qualitative research with consumers is best achievable through the systematic application of a psychological model that allows for innovation. Cohen adapts Lazarus's (1989aLazarus's ( , 1989b multi-model therapy methods to consumer psychology to provide both foundation and useful structure for achieving thoroughness in case study data collection and for advancing innovations to theory. Dimensional qualitative research (DQR) is Cohen's (1999) label for his transformation of Lazarus's seven modalities in his consumer psychology paradigm for improving qualitative research. The acronym BASIC ID includes these modalities: behavior, affect, sensation, imagery, cognition, interpersonal relations, and drugs.Applying the following summary propositions in Cohen's (1999) BASIC ID consumer psychology paradigm informs gestalt qualitative modeling in consumer psychology.(1) Behavior refers not so much to what people think or believe as to what they do. (2) Affect: People strive to maintain what psychologists refer to as an optimal level of arousal. (3) Sensation refers to perception of visual, auditory, olfactory, gustatory, tactile, and related sensory input-consumers experience sensations in contexts and not in a vacuum. (4) Imagery refers both to stimuli depicted in the real world (as in the pictures depicted in advertising) and to those more elusive and unique representations perceived only in the mind's eye. (5) Cognition refers to thoughts, beliefs, attributions, rationales, values, and all that comes to be known or believed through (unconscious and conscious) perception. (6) Interpersonal relations: We are all social beings; some products may be, in a sense, "social," while other products are "asocial." (7) Drugs (perhaps more aptly, the physical dimensions of products and services; see Cohen, 1999, p. 363) apply to all physical aspects of produc...