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Photo-elicitation: Using photographs to read retail interiors through consumers' eyes

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  • Petermans, Ann
  • Kent, Anthony
  • Van Cleempoel, Koenraad

Abstract

Researchers studying experiences in retail environments have typically focused their attention towards positivistically examining the influence of individual atmospheric variables upon customer behavior. In this respect photographs are common environmental simulation techniques. This approach concerns not only researchers active in consumer culture, but also interior architects and retail designers, working in a disciplinary tradition that maintains that interiors function as “Gestalt” environments, interacting with their users. In this paper, the authors aim to develop understanding of retail environments as sites of complex sensory experiences and the application of photo-elicitation as an interpretive research methodology concerning experiences in retail environments. The paper discusses the results of two exploratory studies within selected retail environments, and demonstrates the value of photo-elicitation in gaining insight into experiences in retail interiors. Photo-elicitation thus contributes new knowledge of the retail environment, and adds value to positivistic research approaches that have predominated in this field.

Suggested Citation

  • Petermans, Ann & Kent, Anthony & Van Cleempoel, Koenraad, 2014. "Photo-elicitation: Using photographs to read retail interiors through consumers' eyes," Journal of Business Research, Elsevier, vol. 67(11), pages 2243-2249.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:11:p:2243-2249
    DOI: 10.1016/j.jbusres.2014.06.012
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    References listed on IDEAS

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    1. Meera Venkatraman & Teresa Nelson, 2008. "From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 1010-1026, September.
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    4. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    5. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
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    Cited by:

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    2. Wei, Yunyi & Sit, Kokho (Jason) & Ekinci, Yuksel, 2024. "Customer definitions of moral value for retail brands: A qualitative understanding," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
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    4. Tasneem Siddiqui & Lucy Szaboova & W. Neil Adger & Ricardo Safra de Campos & Mohammad Rashed Alam Bhuiyan & Tamim Billah, 2021. "Policy Opportunities and Constraints for Addressing Urban Precarity of Migrant Populations," Global Policy, London School of Economics and Political Science, vol. 12(S2), pages 91-105, April.

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