While consumer research is founded on traditional quantitative approaches, the insight produced through qualitative research methods within consumer settings has not gone unnoticed. The culturally situated consumer, who is in intimate dialogue with their physical, virtual and social surroundings, has become integral to understanding the psychology behind consumer choices. This volume presents readers with theoretical and applied approaches to using qualitative research methods in ethnographic studies looking at consumer behavior. It brings together an international group of leading scholars in the field of consumer research, with educational and professional backgrounds in marketing, advertising, business, education, therapy and health. Researchers, teaching faculty, and students in the field of consumer and social psychology will benefit from the applied examples of qualitative and ethnographic consumer research this volume presents.
"This volume covers theoretical, applied and research approaches to the study of ethnography in consumer research and organizational change. No other volume to date is as broad and current in scope and detail." – Timothy Malefyt, Fordham University, USA
Introduction: What is Consumer Ethnography: The ‘Big E’ and ‘Little e’ in Consumer Research? Paul M.W. Hackett & Roxana Maiorescu 1. Integrating Ethnographic Consumer Research Using Facet Theory and the Mapping Sentence. Paul M.W. Hackett 2. Ethics in Qualitative Consumer Research. Grant C. Aguirre and Michael R. Hyman 3. Recruitment and Sampling in Consumer Research. Kathryn Roulston and Briana Martinez 4. Ethnographic Caveats. Paul M. W. Hackett & Jessica B. Schwarzenbach 5. Inference and Hypothesis in Ethnographic Studies. James L. Everett & Kim Johnston 6. Ethnography 1: Re-visioning Teenage Pregnancy Using Participant Observation: Life in the Happy Hut. Gabrielle Brand and Paul Morrison 7. Ethnography 2: Field Observations, Questionnaires and Focus Group Interviews at a Water Park. Paul M.W. Hackett & Erin Koval 8. Autoethnography in Consumer Research. Chris Hackley 9. Focus Group Interviews. Deborah Potts 10. Using Projectives to Uncover "Aha moments" in Qualitative Research. Steve Kalter 11. In-Depth Interviews. Carole Schmidt 12. The Dynamics of Ethnographic In-depth Interviewing. Bonita M. Kolb 13. Action Research: The Bindjareb Yorgas Health Program. Caroline Nilson, Paul Morrison and Cathy Fetherston 14. Ethnographic Research into the Consumer Environment: The Environment of Luxury Goods as a Space to Fight For. Antonella Fabri and Paul M.W. Hackett 15. Researching Virtual and Real World Possessions, Artifacts, and Archives. Russell Belk 6. Visual and Sensory Ethnography. Sarah Pink, Kerstin Leder-Mackley and Paul M.W. Hackett 17. Ethnography: Textual Methodology. Anthony Lowrie 18. Netnography: Possibilities and Resourcefulness Cecilia Lewis Kausel & Paul M.W. Hackett 9. Neuroscience Research Approaches: Developing an Ethnography of Non-conscious Consumer Behaviour. Peter Steidl & Stephen J. Genco 20. Software in Consumer Ethnography. Eli Lieber 21. Consumer Heterophenomenology. Gordon R. Foxall