2014
DOI: 10.1016/j.jbusres.2014.06.012
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Photo-elicitation: Using photographs to read retail interiors through consumers' eyes

Abstract: Researchers studying experiences in retail environments have typically restricted their attention towards examining the influence of individual atmospheric variables upon customer behavior. In this respect photographs and video are common environmental simulation techniques. This research approach not only concerns researchers active in consumer culture theory, but also interior architects and retail designers. As holistic inspired practitioners, they maintain that interiors function as 'Gestalt' environments,… Show more

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Cited by 28 publications
(23 citation statements)
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“…By employing the real-time photo elicitation technique, this study provides a foundation for a better and deeper understanding of customer experience. Photo elicitation offers an unobtrusive, engaging, and inspiring opportunity to communicate about customer experience (Petermans, Kent, & Van Cleempoel, 2014), and combining the photo elicitation design with additional survey items assisted in understanding the multifaceted nature of experience. The method, although requiring a certain level of commitment by the participant, was well received and all people who enrolled in the study completed the task with detailed narratives, leading us to conclude that the method is well suited to understanding experiences at events.…”
Section: Conclusion and Future Researchmentioning
confidence: 99%
“…By employing the real-time photo elicitation technique, this study provides a foundation for a better and deeper understanding of customer experience. Photo elicitation offers an unobtrusive, engaging, and inspiring opportunity to communicate about customer experience (Petermans, Kent, & Van Cleempoel, 2014), and combining the photo elicitation design with additional survey items assisted in understanding the multifaceted nature of experience. The method, although requiring a certain level of commitment by the participant, was well received and all people who enrolled in the study completed the task with detailed narratives, leading us to conclude that the method is well suited to understanding experiences at events.…”
Section: Conclusion and Future Researchmentioning
confidence: 99%
“…The PGI method offers an unobtrusive, engaging, and inspiring opportunity for participants to communicate information about their unique customer experience (Petermans et al, 2014).…”
Section: Limitations and Future Researchmentioning
confidence: 99%
“…Die Beteiligung der Befragten wird praktisch durchweg positiv bewertet und als "Komplizen im Forschungsprozess" beschrieben und der "Gewinn an Kontrolle" über den Forschungsprozess durch die Befragten hervorgehoben. Auch auf positive Resonanz seitens der Beforschten wird Bezug genommen, durch das Fotografieren hätten sie in anderer Weise über ihre Umgebung nachgedacht und diese Umgebung ganz neu entdeckt (Petermans 2014, Sampson-Cordle 2001 (2005, S. 1225f.) geradezu euphorisch: "To observe artful participant constructions using aesthetic knowledge, we might encourage members to make artistic productions and describe meanings 'at play' and those that emerge from that production experience.…”
Section: Die Methode Bildbezogener Interviewsunclassified