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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/16961

Title: Photo-elicitation: Using photographs to read retail interiors through consumers' eyes
Authors: PETERMANS, Ann
Kent, Anthony
Issue Date: 2014
Citation: JOURNAL OF BUSINESS RESEARCH, 67 (11), p. 2243-2249
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 and video 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.
Notes: Petermans, A (reprint author),Hasselt Univ, Fac Architecture & Arts, Agoralaan Bldg E, B-3590 Diepenbeek, Belgium. ann.petermans@uhasselt.be; anthony.kent@ntu.ac.uk; koenraad.vancleempoel@uhasselt.be
URI: http://hdl.handle.net/1942/16961
Link to publication: http://authors.elsevier.com/a/1PWWaXj-j7Xgk
DOI: 10.1016/j.jbusres.2014.06.012
ISI #: 000341465700002
ISSN: 0148-2963
Category: A1
Type: Journal Contribution
Validation: ecoom, 2015
Appears in Collections: Research publications

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