Drawing as children’s language: Contributions of psychology to the enrichment of research methodologies applied to child consumers

Pascale Ezan (), Mathilde Gollety () and Valérie Hemar-Nicolas ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Mathilde Gollety: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Valérie Hemar-Nicolas: RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11

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Abstract: On the basis of knowledge acquired in psychology, this work aims to reflect on the sources of graphic language and how this language can be mobilized in research on child consumers. It provides a methodological framework and legitimizes the use of graphic language by suggesting three ways of structuring data collection (guided drawing, oriented drawing, free drawing) and two techniques for analyzing the corpus according to the research objectives.

Keywords: Child consumer; Drawing; Methodology; Projective techniques (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

Published in Recherche et Applications en Marketing (English Edition), 2015, 30 (2), pp.78-96. ⟨10.1177/2051570715577942⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02180673

DOI: 10.1177/2051570715577942

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