Autodriving: a photoelicitation technique

Article Abstract:

This article presents a literature review that explains the antecedents and values of visual research. Then it illustrates the use of photographs and audio recordings of informants to enrich interviews. The term "autodriving" indicates that the interview is "driven" by informants who are seeing and hearing their own behavior. Autodriving addresses the obtrusiveness and reactivity inherent in consumer-behavior research by explicitly encouraging consumers to comment on their consumption behavior as the photographs and recordings represent it. Thus, the research aims for a negotiated interpretation of consumption events. The results suggest that photographs offer exciting challenges to informants by encouraging their need to explain themselves. (Reprinted by permission of the publisher.)

Methods, Usage, Interviewing, Projective techniques

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Toward an understanding of consumer ambivalence

Article Abstract:

A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence si provided. Our analysis revealed four antecedents of consumer ambivalence: expectation versus reality, overload, role conflict with purchase influencers, and custom and value conflict. These antecedents were then linked to particular coping strategies that informants employed to manage the ambivalence that was generated. Suggestions of how future research might explore consumer ambivalence are offered. (Reprinted by permission of the publisher.)

Planning, Weddings, Ambivalence

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