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

Ann Petermans, Anthony Kent and Koenraad Van Cleempoel

Journal of Business Research, 2014, vol. 67, issue 11, 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 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.

Keywords: Photo-elicitation; Retail design; Retail interiors; Customer experiences (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:11:p:2243-2249

DOI: 10.1016/j.jbusres.2014.06.012

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