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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/16842

Title: Studying retail design through a cross-cultural perspective
Authors: Petermans, Ann
Gil Huerta, Ammin
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Issue Date: 2014
Publisher: Ediciones Uniandes
Citation: Proceedings of the Colors of Care: The 9th International Conference on Design & Emotion, p. 308-316.
Abstract: This paper proposes an approach to doing research in retail design, based on theoretical viewpoints and methodologies close to the realm of interior architects and retail designers. In particular, it focuses on the question how to study customer experiences with regard to actual stores’ retail design with the help of the Experience Web. The authors use the Experience Web to discuss the results of a cross-cultural study on customer experiences, whereby the authors, both from their proper cultural background, immersed themselves in twenty-three actual retail environments located in different Belgian shopping cities. We argue that the research method of ‘subjective personal introspection’ (SPI) generates valuable exploratory perspectives on the study of customer experiences, which can be particularly relevant in the early stages of a qualitative, interpretive research process. According to the authors, SPI’s potential lies in uncovering subjective and complex meanings that people attribute to experiences.
Notes: The paper is accepted, and will be published in the conference proceedings in October 2014.
URI: http://hdl.handle.net/1942/16842
ISBN: 9789587740707
Category: C1
Type: Proceedings Paper
Appears in Collections: Research publications

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