Qualitative Research Methods in Consumer Psychology 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 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 his or her 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 Paul M.W Hackett is a Professor of Ethnography and Consumer Behavior at Emerson College, United States and a visiting academic in the philosophy department at the University of Oxford, United Kingdom His books include Facet Theory and the Mapping Sentence: Evolving Philosophy, Use and Application, Fine Art and Perceptual Neuroscience: Field of Vision and the Painted Grid, and Conservation and the Consumer: Understanding Environmental Concern His research and writing has appeared in Psychometrika; International Review of Retail, Distribution, and Consumer Research; Environment and Behavior; the British Journal of Management; Multivariate Behavior Research; and other prestigious journals He is a Chartered Psychologist in the United Kingdom Researching Social Psychology 1 Addressing Loneliness Coping, Prevention and Clinical Interventions Edited by Ami Sha’ked & Ami Rokach Qualitative Research Methods in Consumer Psychology Ethnography and Culture Edited by Paul M.W Hackett Qualitative Research Methods in Consumer Psychology Ethnography and Culture Edited by Paul M.W Hackett First published 2016 by Routledge 711 Third Avenue, New York, NY 10017 and by Routledge Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2016 Taylor & Francis The right of the editor to be identified as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 All rights reserved No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe Library of Congress Cataloging-in-Publication Data CIP data has been applied for ISBN: 978-1-138-02349-9 (hbk) ISBN: 978-1-315-77637-8 (ebk) Typeset in Sabon by Apex CoVantage, LLC To Jessica This page intentionally left blank Contents Preface Introduction: What Is Consumer Ethnography: The ‘Big-E’ and ‘Little-e’ in Consumer Research? ix xi PAUL M.W HACKETT AND ROXANA MAIORESCU Integrating Ethnographic Consumer Research Using Facet Theory and the Mapping Sentence PAUL M.W HACKETT Ethics in Qualitative Consumer Research 16 GRANT C AGUIRRE AND MICHAEL R. HYMAN Recruitment and Sampling in Consumer Research 33 KATHRYN ROULSTON AND BRIANA MARTINEZ Ethnographic Caveats 53 PAUL M. W HACKETT AND JESSICA B SCHWARZENBACH Inference and Hypothesis in Ethnographic Studies 66 JAMES L EVERETT AND KIM JOHNSTON Ethnography 1: Revisioning Teenage Pregnancy Using Participant Observation: Life in the Happy Hut 79 GABRIELLE BRAND AND PAUL MORRISON Ethnography 2: Field Observations, Questionnaires, and Focus Group Interviews at a Water Park 91 PAUL M.W HACKETT AND ERIN KOVAL Autoethnography in Consumer Research CHRIS HACKLEY 105 viii Contents Focus Group Interviews 118 DEBORAH POTTS 10 Using Projectives to Uncover “Aha Moments” in Qualitative Research 131 STEVE KALTER 11 In-Depth Interviews 147 CAROLE SCHMIDT 12 The Dynamics of Ethnographic In-Depth Interviewing 160 BONITA M. KOLB 13 Action Research: The Bindjareb Yorgas Health Program 173 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 192 ANTONELLA FABRI AND PAUL M.W HACKETT 15 Researching Virtual and Real-World Possessions, Artifacts, and Archives 205 RUSSELL BELK 16 Visual and Sensory Ethnography 219 SARAH PINK, KERSTIN LEDER-MACKLEY, AND PAUL M.W HACKETT 17 Ethnography: Textual Methodology 230 ANTHONY LOWRIE 18 Netnography: Possibilities and Resourcefulness 252 CECILIA LEWIS KAUSEL AND PAUL M.W HACKETT 19 Neuroscience Research Approaches: Developing an Ethnography of Non-Conscious Consumer Behaviour 262 PETER STEIDL AND STEPHEN J. GENCO 20 Software in Consumer Ethnography 277 ELI LIEBER 21 Consumer Heterophenomenology 296 GORDON R FOXALL Contributors Index 315 325 Preface Necessity is the mother of invention and my initial motivation for this book grew out of clear need When teaching consumer ethnography, I was struck by the number of texts that addressed discrete areas of consumer ethnography and that there was no comprehensive volume on the subject I sufficed in my teaching with the excellent specialized books whilst assisting students to blend these with my lectures: a far from ideal situation, which I decided to remedy I considered writing a textbook but soon decided a collection of individual chapters written by acknowledged authorities and innovators would be more engaging when chapters contained methodological wisdom and innovation from writers at the forefront of a chapter’s specific area This has not always been a simple project, as the 28 authors in this book come from across the globe, working within both higher education and industry, as employees and as self-employed researchers and practitioners Unifying the collection and keeping editing to a minimum whilst allowing each author’s unique voice to emerge has been a challenge I selected the focus and scope of the chapters to provide understanding of the broad area of consumer ethnography and qualitative consumer research I told authors that I wished to produce a comprehensive survey of consumer ethnography for graduate and undergraduate students: The content offered by authors was their response to this request Readers may identify subject areas that I have not included in this book: indeed, I can this myself Furthermore, readers may have opinions about the relative worth of each chapter’s content However, this is a personal choice of content that I believe and hope provides a comprehensive overview of research that falls under the umbrella of consumer ethnography St. George, Bermuda, December 2014 Contributors 321 on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction He has published in the area of the Marketing of Higher Education, and is founding chair of the American Marketing Association (AMA) special interest group on Marketing for Higher Education Dr. Lowrie has delivered keynote addresses and chaired numerous panel sessions on Marketing Higher Education at the AMA and tracks at the AMA Educators’ Conferences He is a visiting reader at the University of Surrey and an Associate Member of the research Center for Service Management at Loughborough University, United Kingdom He is currently an Associate Professor at Emerson College and a Doctoral Supervisor at the University of Liverpool Roxana Maiorescu, PhD Emerson College, Boston, MA, USA Roxana Maiorescu is an Assistant Professor in the Department of Marketing Communication at Emerson College She conducts research in global public relations with emphasis on corporate culture, crisis communication, and leadership She has published with Sage, Oxford University Press, and appeared in scholarly journals such as Public Relations Review, International Journal of Interdisciplinary Research, and Business Research Yearbook Prior to joining Emerson College, Roxana taught at Purdue University Briana Martinez, MS University of Georgia, Athens, USA Briana M Martinez is a PhD student in International Merchandising at the University of Georgia, Athens. Her research focuses on online consumer behavior, mobile application in retail, and innovation in retail venues and channels Her Master’s in Merchandising explored the then new concept of private sales sites She has a BS in Textile Management Paul Morrison, PhD Murdoch University, Perth, Australia Professor Paul Morrison is Dean of the School of Health Professions at Murdoch University With 30 years of experience in health care as a practitioner, educator, and applied researcher, Paul has held academic posts at the University of Wales, Queensland University of Technology, and the University of Canberra He has a record of applied research, consultancy funding, and working in partnership with mental health agencies and consumer groups His work focuses on enhancing quality of life, improving recovery, and service delivery within a multidisciplinary-team approach Paul has worked in private practice as a psychologist within a narrative therapy framework He has published widely and some of his books have been translated into German, Norwegian, and Indonesian He is a registered nurse, a registered psychologist, a Member of the Australian Psychological Society, a Chartered Psychologist, and an Associate Fellow of the British Psychological Society 322 Contributors Caroline Nilson, MN (research) Murdoch University, Perth, Australia Caroline Nilson is a Lecturer in Nursing and Midwifery at the School of Health Professions, Murdoch University She is a registered nurse and midwife and holds a Masters in Nursing (research) She has taught in the division of nursing at graduate and undergraduate levels Caroline’s research interests are in the development of critical thinking and indigenous health promotion Her Master’s in Research looked at the development of critical thinking abilities and attributes through creative arts in a cohort of primary school children She is conducting PhD research in the area of health promotion and health education in Aboriginal regional communities Sarah Pink, PhD Loughborough University, Loughborough, England Sarah Pink is Professor of Design and Media Ethnography at RMIT University, where she works across the School of Media and Communication and its Digital Ethnography Research Centre and the Design Research Institute She holds visiting/honorary professorships across Europe and Australia Sarah is a leading expert in ethnographic methodology, emphasising digital, and visual and sensory approaches Her research is interdisciplinary across social science, media, design, and engineering disciplines Her work on visual and sensory ethnography methodologies develops novel ways to approach interdisciplinary research questions Currently she is bringing together ethnographic and design practice within a theoretical and applied research agenda She is author of many prestigious articles and books Deborah Potts, PhD Deborah Potts & Associates, Louisville, KY, USA Deborah Potts, PhD is a qualitative researcher and innovation specialist who has worked in the marketing arena for several decades as an independent consultant and currently for the Ipsos She is coauthor of Moderating to the Max: A Full-Tilt Guide to Creative, Insightful Focus Groups and Depth Interviews, which provides researchers with detailed instructions to deepen findings and bring life to focus groups and interviews Deborah teaches at the Creative Problem Solving Institute and is a long-time Member of the Qualitative Research Consultants Association She was a Senior Trainer at RIVA where she taught how to conduct FGIs Deborah holds a PhD in Social Psychology Kathryn Roulston, PhD University of Georgia, Athens, GA, USA Kathryn Roulston is a Professor in the Department of Lifelong Education, Administration, and Policy She holds a PhD in Education Her areas of expertise are in qualitative theory and research methods, qualitative interviewing, ethnomethodology and conversation analysis, and qualitative Contributors 323 interviewing Her research interests include the study of qualitative research methodology (including ethnomethodological and conversation analytic approaches to research), and the study of topics in music education Carole Schmidt Doyle Research, Chicago, IL, USA Carole Schmidt is Vice President of Doyle Research and a qualitative research authority. With two decades of qualitative expertise, Carole has helped set best practices in ethnographic/qualitative research approaches She is certified in Creative Problem Solving, Marketing Research, Social Media Analysis and is now pursuing New Product Development Professional certification. Carole enjoys contextual research—intersecting with customers and users at key points in the path-to-purchase or usage cycle where true insights are discovered and innovation initiated Jessica B Schwarzenbach, PhD Independent researcher, Massachusetts, USA Jessica Schwarzenbach is a graduate from the Rhode Island School of Design (RISD) and was a successful professional artist prior to becoming an educator She holds a Master’s degree in Art Education and a PhD in Educational Studies Her research interests span the construction of meaning in education with an emphasis on tertiary-level art education She has travelled widely in the United States and the United Kingdom conducting research on the practice-based research degree in fine art She has been the holder of a US federal educational grant for the arts, taught art courses at the Museum of Fine Arts Boston, as well as graduate level classes at Lesley University She is author of a book on the PhD in the United States and United Kingdom and has published in the area of education and qualitative research methods Peter Steidl, PhD Murdoch University, Perth, Australia Peter Steidl has worked as a marketing academic, researcher, educator, author, and speaker Peter also worked as an advertising, brand identity, and media strategist; a business consultant; and a brand facilitator He has worked with big businesses and brands across may categories and in many countries At the heart of Peter’s skills is understanding and passion for brands, which he views in context of category, business, competition, product, consumer, and communications Peter Steidl is author of Creating Brand Meaning and the seminal text, Neurobranding This page intentionally left blank Index Abbott, P 185, 187 action research 173 – 91, 252, 277 adolescent pregnancy 80 – 1, 84 – 5, 88 adversarial relationships 162 – 3 aesthetic 94, 102, 126, 197 – 8, 220 – 7, 258 – 9 AIDA formula (attention, interest, desire, action) 264 Akenson, L 183, 189 Alsop, C. K (2002) 106, 114 altered workspaces by portable devices 254 Altmann, S 184, 190 Alvesson, M 242, 249 Anderson, J 46, 51, 165, 171, 187, 191 anonymity anthropologist 108 – 9, 160 – 1, 163, 166, 199, 203, 254, 316 anthropology 12, 73, 76, 105, 160, 212, 219, 252, 259, 260 Aranda, S 81, 89 archives 207 – 10, 212, 214 Aristotle xiii, 27 – 8, 30; Eudemain Ethics 27 – 8; Nichomachean 27 – 8 Armstrong-Hallam, S 82, 90 Arnould, E.J 68, 77, 109, 114, 164, 171, 212, 218, 277, 278, 292 Artemesia 210 artifacts (artefacts) 5, 6, 12, 45, 59, 60, 206 – 8, 211, 214, 255, 297 artificial replies, problems of 256 ascription of cognition 301 – 2 Atkinson, P 178, 189 audience 35, 69, 106, 209, 214, 279, 302 Australian Aboriginal 175, 187 Australian Indigenous 174, 179, 182 autoethnography 5, 6, 10, 105 – 14, 252 autonomous nervous system (ANS) 274 avoiding viewer fatigue 255 Awofeso, N 185, 187 Ayer, A.J (1936) 109, 114 Bailey, C 180, 188 Bainbridge, R 176, 190 Bardhi, F 213, 215 Barlow, L 83, 90 Barnett, R 246, 249 Barthes, R 238, 249 Beardsley, M. C 231, 251 Bechkoff, J 230, 250 Behavioral Perspective Model 298 – 307 behaviorism, bounds of 297 – 301, 308 behaviorist explanation 297, 298, 309 Belfrage, M 179, 187 Belk, R.W 110, 315 Bell, C.J 114 Bell, R 81, 90 Benjamin, W 207, 214, 215 Bernard, H 37, 49, 181, 182, 188, 279, 285, 286, 292, 293, 294 Bhaskar, R 233, 249 bias 17, 18, 33, 34, 36, 37, 41, 54, 57, 60, 64 107, 130, 132, 133, 134, 137, 139, 141 – 2, 164, 264, 281 Bignold, W 83, 89 billboards 134 – 5 Bindjareb Community xiv, 174, 176, 177, 182, 187, 190 Bindjareb Yorgas Health Program 174 Biometrics 271, 273, 274 Bishop, H 20, 30, 182, 183, 188 Blackwell, A 70, 78 blogs 44 – 5, 51, 208 – 9, 212, 252 Blommaert, J 166, 171 Boellstorff, T 207, 208, 209, 210, 212, 215, 217 326 Index Boon, M 34, 49, 207, 215 Botsman, R 213, 215 Boud, D 180, 188 Bourdieu, P 200, 204 Boutourline, D 194, 204 Boyd, D 211, 215 Brady, G 82, 89 brand / brands 71, 77, 108, 116, 122, 131, 136 – 7, 138, 139, 140, 144, 145, 152, 153, 159, 193, 196, 197, 199, 200, 201, 266, 267, 268, 272, 273, 274, 275, 319, 323; analogies 136 – 7; loyalty 126, 159, 267 Breheny, M 81, 89 Brenner, P 122, 130 Bretherton, D 185, 188 Brewer, J. D 83, 89 Bronfenbrenner, U 79, 89 Brown, B 215 Brown, F 190 Brown, G 82, 89 Brown, K 180, 188 Brown, L 279, 280, 294 Brown, S 110, 112, 114 Browne, A. J 81, 89 Browne, B.C 84, 89 Brownlie, D 236, 239, 240, 249 Brucks, M 110, 116 Bryman, A 232, 239, 281, 283, 292 Burdine, J 183, 189 Burgess, R.G 232, 249 buyers 53, 193, 198 – 9 Bystedt, L 123, 125, 130 Cadet James, Y 190 Canter, D 4, 15 CAQDAS 287 Carroll, E 216 Center for the Study of Community and the Economy 167, 168, 172 Chahal, G 206, 216 Chang, H 105, 115 Charon, R 88, 89 Chataway, C 182, 183, 188 Chen, Y 213, 216 choice overload 265, 267 Chouliaraki, L 233, 249 Christensen, J 186, 188 Churchland, P 2 – 4, 15 Clandinin, D. J 84, 89 cloud computing 217, 277 coding data 18, 43, 63, 167, 272 – 4, 286, 287, 293 Coffey, A 83, 90 Coffin, J 178, 188 cognitive mapping 104, 197 – 8, 204 cognitive miser 266 – 7, 270 collage / collaging 120, 124, 138 – 40, 146, 214 community: capacity building 183; centred approach 177; control 183; determination 183; service 81, 83, 89; social vitality 183; tensions 182 Connelly, F. M 84, 89 Consciousness xv, 123, 154, 185, 226, 258, 296, 303, 312, 313 consumer: ethnography ix, xi, xii, xiii, 6, 21, 53, 79, 82, 85, 89, 108, 123, 174, 202, 214, 262, 269, 275, 276; heterophenomenology 297, 304 – 8; insights 104, 165, 170; opinion xi, vii; products xi, 253; situation 93, 203, 305, 307, 311 consumer behavior: setting 298, 300, 305, 312; studies 68 Consumer Culture Theory (CCT) 109, 114 consumption 16, 69, 70, 78, 105, 106, 108, 109, 114, 115, 116, 160, 163, 165, 208, 213, 215, 216, 217, 220, 222 – 9, 250, 298, 307, 308, 310 content domain 7, 9, 10 context (external influences) 64 – 5 Cook, S 180, 188 Corrie, R 183, 189 Cotte, June 160, 171 Coupland, J 71, 77 creative nonfiction (CNF) 106, 111, 112, 115 cultural: analysis 77, 320; relativism 22; systems 73 Dalall 66 data: coding 18, 43, 63, 167, 272 – 4, 286, 287, 293; collection 26, 44, 50, 55 – 6, 57, 63, 64, 72, 83, 86, 91, 138, 174, 207 – 8, 212, 230, 232, 278, 283, 292; conversion 63 – 4; primary xiv, 59, 64, 253, 303; qualitative analysis 48, 64, 250, 287, 288, 293, 294; secondary 31, 253 Davies, B 105, 117 Davies, H 87, 90 Davies, J 211, 216 Davison, J 185, 187 Index 327 De Certeau 193, 198, 200, 204 Deci, E 185, 190 decision process 152, 159 deep dive 150 Deetz, S 107, 109, 111, 115 De Jong, L 185, 188 de Laine, M 87, 90 DeLamater 122, 130 Deleuze, G 84, 90, 117 Denegri-Knott, J 206, 207, 216, 217 Dennett, D 296, 297, 302, 303, 304, 311, 312, 313 Denny, R.M 166, 172 Denzin, N.K 50, 81, 90, 105, 106, 107, 112, 115, 116, 164, 171, 210, 216, 231, 249 department stores 198, 199, 200 Derrida, J 235, 238, 239, 240, 245, 249 diary 84, 123, 127, 146, 181 Dibbell, J 206, 216 discourse analysis 107, 231, 239, 242, 249, 259, 252 discursive 115, 233, 241, 242, 243, 249 discussion forum 252 districts 70, 194, 195, 197 Dodd, N 180, 190 Douglas, M 109, 115 Down, B 88, 89 Downs, R.M 197, 204 dreams 198, 199, 200, 201, 202, 225, 313 Dudgeon, P 178, 180, 181, 182, 183, 188, 189, 190, 191 duoethnography 105, 116 Dutton, F 206, 216 Eagleton, T 238, 248, 250 Earth Share 214, 216 Ebster, C 194, 196, 204 Eckersley, R 79, 90 Eckhardt, G 215 edges 197, 220 electroencephalography (EEG) 271, 274 – 5 electronic devices 254, 255 Elizur, D 5, 7, 15 Elliott, J 177, 188 Elliott, R 108, 115, 277, 293 Ellis, C (2009) Ember, C.R 26, 32, 105, 115 Ember, Melvin 166, 171 emergent design 54 – 5 emotion xiv, 21, 22, 25, 26, 86, 87, 89, 99, 106, 117, 119, 120, 122, 125, 126, 131, 134, 140, 142, 150, 151, 153, 154, 155, 158, 159, 166, 167, 175, 177, 179, 180, 184, 188, 191, 193, 200, 259, 260, 264, 267, 269, 273, 274, 275, 305, 306, 307, 309, 310, 311, 312, 313, 314 Enehaug I 80, 90 environmental influences xiv, 5, 99 epiphanic moment 112, 113 epistemological validity 75, 239 epistemology: constructionist 36, 37; objectivist 36, 37; subjectivist 21, 36, 37 error xiii, 18, 37, 53, 56, 57, 60, 63, 64, 65, 310 ethics: deontological Ethics 20, 26; duty Ethics 22, 26 – 7; in consumer research xii, xiii, 5, 6, 7, 16 – 32, 34, 47, 48, 50, 51, 59, 62, 82, 114, 202, 182, 223, 254, 257; teleological Ethics 24 – 6; utilitarian Ethics 18, 20, 24 – 6, 31; virtue Ethics 20, 27 – 8 ethnodrama 105 ethnography: big E and little e xi – xii, xii, 91; sensory xiv, 5, 11, 69, 70, 78, 127, 219 – 29, 260, 264, 275; visual xiv, 5, 6, 11, 57, 116, 132, 138 – 40, 216, 219 – 29, 252, 258, 260, 272, 273 Eversole, R 183, 188 everyday life xi, 184, 204, 216,221, 223, 228, 229 experience, sensory 220, 221, 222, 223, 225, 260, 275 expert xiv, 18, 19, 43, 49, 63, 80, 82, 87, 88, 121, 154, 202, 204, 212, 271, 272, 274, 282 exploratory 67, 73, 76, 77, 90, 253 extrospection 105 eye tracking 271, 272 – 73 facet theory I 1 – 15, 203, 204 Facial Action Coding System 272 facial coding 271, 272 – 3, 274 facial electromyography 274 Fairclough, N 233, 248, 249, 250 Faulkner, S Fetherston, C Fichera, M field trip 128 – 9 fieldwork 31, 50, 51, 58, 82, 83, 84, 85, 87, 89, 96, 105, 171, 177, 328 Index 180, 181, 182, 191, 199, 200, 202, 220, 239, 254, 281 Finlay, L 177, 178, 188 first person account 14, 105, 112, 179, 296, 302, 303, 306, 307, 308, 311 Fish, S 238, 248, 250 Fisher, B 178, 179, 188 Fletcher, C 180, 188 focus groups xi – xiv, 5, 6, 12, 34, 40, 42, 47, 49, 51, 57, 91, 95, 96, 97, 100, 103, 104, 118 – 30, 131, 132, 134, 135, 137, 138, 139, 142, 143, 144, 146, 158, 166, 259, 260 Foddy, William 166, 171 Foley, W 185, 188 Foucault, M 193, 198, 231, 248, 250 Fox, M 207, 216 Freeman, L 48, 49, 171 frequency 231, 234, 235, 236, 243, 249, 268, 275, 290, 291 Freshwater, D 86, 90 Freundschuh, S 197, 204 Friel, S 81, 90 Fuat F 108, 115 functional magnetic resonance imaging (fMRI) 262, 271, 274, 275 Fuqua, J 176, 189 Gabriel, Y 248, 250 Gannon, S 105, 117 Garaus, M 194, 196, 204 Garcia, A.C 230, 250 Gee, G 191 Geertz, C 82, 90, 212, 216 gender 9, 45, 58, 62, 90, 106, 112, 136, 165 generalization/ generalizing 3, 33, 36, 36, 37, 38, 41, 44, 48, 57, 66, 67, 71, 74, 82, 109, 235, 304 Gergen, (1999) 122, 130 Gershon, I 211, 216 Gerstl-Pepin, C Giana E 215 Giddens, A 177, 188 Giesler, M 213, 216 Gilbert, K 180, 188, 217 Glaskin, B 191 goals 26, 59, 67, 76, 82, 107, 136, 200, 264, 266, 267, 269, 281, 282, 285, 298, 384 Goffman, E 210, 216 Goleman, D 180, 188 Golledge 197, 204 Gooda, M 182, 183, 189 Gough, B 178, 188 Gould, S.J 105, 110, 115, 116 Grant, D 36, 51, 242, 250 Grey, C 246, 250 Grossbart 70, 77 group think 121 Grzywacz, J 176, 189 Guattari, P. F 84, 90 Gubrium, A 208, 216 Gubrium, J.F 171 Gui, J 230 guided fantasies 143 – 4 Gutkind, L 106, 111, 115 Hackett, P xiii, 1, 4, 8, 15, 91, 104, 229, 230, 255, 260, 277 Hackley C 106, 108, 109, 110, 111, 113, 115, 116, 236, 250 Hagger, V 186, 189 Hall, R 200, 204 Hammersley, M 178, 189 Hammond, J 184, 189 Hancock, P 183, 189 Hare, R. D 230, 231, 232, 250 Harper, K 208, 216 Harper, R 211, 217 Harris, R 176, 191 Hart, A 179, 189 Hartrick Doane, G 89 Haswell-Elkins, M 190 health consumer 80, 81 – 2, 90 health promoting behaviours 176, 188 health and social policy 79, 88 Hearn, G 173, 190 Hemsley-Brown, J 246, 250 Herman, J 82, 90 Hernandez, K 105, 115 heterophenomenology 5, 7, 296 – 8, 302 – 11 Hill, K 183, 189 Hine, C 208, 216, 252, 253, 260 Hockings, P 219 Holbrook, M 105, 110, 115 Hollender, M 80, 90 Holloway, I 84, 86, 90 Holstein, J 163, 171 Holt, D 109, 116 home, sensory 219 – 21, 223 – 6, 228, 229 homework 113, 123, 124, 125 Index 329 Horst, H 252, 260, 212, 215, 217 Houweling, T 81, 90 Huberman, A 231, 250, 286, 293 Humphreys, L 211, 216 hypotheses xiii, 5, 6, 7, 8, 9, 10, 66 – 9, 73, 74, 75, 76, 77, 107, 273, 291, 305, 306 hypothesis-testing research 72, 73 idea layering 135 – 6 identity 2, 46, 59, 62, 64, 69, 87, 106, 107, 108, 113, 115, 116, 130, 142, 165, 176, 177, 178, 179, 180, 187, 188, 191, 193, 204, 206, 216, 218, 220, 221, 238, 241, 242, 249, 250, 257, 323 imperatives of intentionality 301, 303, 304, 308, 311, 313 incentives 47, 51, 164, 291 inference 37, 38, 66 – 77, 247 informational reinforcement 298, 300, 305, 307, 312, 314 information-rich cases 37, 42 intentional behaviorism 308, 313 intentional interpretation 301, 302, 304, 310, 311 intentionality 64 internet: culture 253 interpretation 1, 2, 13, 14, 27, 56, 60, 61, 62, 63, 77, 81, 90, 92, 99, 106, 107, 140, 142, 165, 171, 178, 200, 230, 231, 232, 241, 248, 252, 255, 268, 269, 271, 283, 287, 296, 297, 301, 302, 304, 305, 306, 308, 309, 310, 311, 312, 131 interpretive sociology 105, 111, 114 interview: contextual 82, 235, 285; indepth (IDI) xi, xiv, 5, 6, 12, 27, 55, 57, 60, 82, 108, 130, 132, 137, 138, 142, 143, 147 – 72, 210, 230; style 55 introspection 105, 110, 114, 115, 116, 117 Irvine, R 80, 90 Iser, W 238, 250 Isherwood, B 109, 115 Ittelson, W 87, 90 Jayasinghe, L 69, 77 Jewel, P 190 Jie, D 166, 171 Jones, J 46, 50 Jones, S 210, 216, 253, 262 Jordan, B 66, 77 Kahneman, D 264, 276 Kalter, S 277 Kant, I xiii, 26, 27, 28, 31 Kanuha, V 178, 189 Kaplan, A 66, 67, 77, 280, 293 Karreman, D 242, 249 Kearing, G 177, 182, 185, 190 Kearing-Salmom, K.A 182, 190 Keegan, S 166, 171 Keen, S 186, 189 Keenan, M 20, 31 Keenoy, T 242, 250 Kegler, M 183, 189 Keleher, H 186, 189 Kelly, K 191 Kendall, E 83, 88, 90 Keohane, R 66, 77 Kessler, F 208, 217 King, K 66, 68, 74, 75, 76, 77 Kirmayer, L. J 82, 90 Kistruck, G 160, 171 Kitchin, R 197, 204 knowledge claims xiii, 66, 69, 73, 75, 77 Kozinets, R 47, 50, 208, 211, 212, 217, 252, 253, 254, 256, 261, 277, 278, 293 Krumer-Nevo, M 172 Kwok, N 185, 189 Lacan, J 238, 240, 243, 249, 250 Laclau, E 240, 241, 242, 249, 250 Laddering 138, 155 Lammer, C 221, 229 landmarks 197, 198 Lang, T 248, 250 Langer, R 254, 161 Laverack, G 183, 184, 189 learning history 298, 303, 304, 309 Leary, M 180, 189 LeCompte, M.D 39, 40, 43, 44, 50, 172, 251 Leder Mackley, K 220, 221, 222, 228, 229 LEEDR (Low Effort Energy Demand Reduction) 228 Lehdonvirta, V 206, 217 Lenoy, L 185, 188 Letherby, G 82, 89 level of analysis 283, 288 330 Index Levy, S 108, 109, 116 Lewis Kausel C 230, 261, 277 Liminality 112, 113 Lincoln, Y 36, 37, 38, 38, 50, 116, 171 Linguistic 61, 233, 235, 236, 237, 239, 240, 241, 142, 243, 245, 248, 249, 250, 251, 302 Livingston, S 140, 143, 146 logics, chains of 234, 235, 236, 237, 241, 242, 243, 251 logics, of difference 242, 245 logics, of equivalence 242, 243, 249, 254 Loomis, R 194 Lowrie, A 242, 246, 250 Luttrell, W 84, 90 luxury goods 192, 193 Lynch, K 197, 204 MacDougall, D 221, 222, 229 MacLeod, M 89 Madan, P 250, 251 Madden, R 167, 171 Mahood, K 180, 182, 189 Malhotra, N 72, 77 Malraux, A 214, 217 map/maps/mapping 2, 3, 4, 5, 84, 104, 116, 155, 197, 198, 204, 222, 229, 291 mapping sentence xiii, 1, 4, 5, 7 – 15, 55, 204 Marcus, G 210, 217 Mariampolski, H 19, 31, 35, 46, 50, 120, 130, 160, 165, 171, 172, 189 marketing: message 166; research 30, 31, 35, 46, 49, 72, 77, 111, 115, 116, 118, 121, 130, 132, 142, 160, 161, 162, 163, 165, 166, 167, 170, 171, 172, 252, 260, 261, 262, 263, 264, 269, 292, 293 market-oriented ethnography 68, 70, 77, 171 Markuksela, V 69, 78 Marmot, M 81, 90 Martin, K 176, 179, 181, 186, 187, 189 Marshall, C 83, 90 Massum, H 217 material culture 220, 229 Mattimore, B 145, 146 Maza, R 176, 189 McAlexander 70, 78 McCourt, T 217 McCracken, G 109, 116, 206, 217 McLellan, E 89, 286, 293 McLeod, C 110, 116 McLeroy, K 183, 189 Mead, M 219 meaning 2, 4, 5, 7, 9, 17, 21, 22, 27, 49, 53, 54, 56, 61, 63, 64, 69, 71, 74, 75, 76, 79, 82, 83, 87, 88, 89, 108, 109, 112, 114, 115, 116, 136, 155, 158, 159, 162, 166, 167, 171, 174, 178, 180, 181, 186, 188, 206, 207, 216, 219, 226, 231, 233 – 49, 255 259, 260, 279, 187, 188, 189, 194 measuring brain activity 269 Mellor, D 185, 188 member check 59, 60, 61, 62 Mendez, C 68, 77 metaphor 1, 2, 3, 4, 64, 88, 90, 120, 124, 134, 143, 145, 210, 235, 242, 245, 257, 286 Michael S 218 Miles, M. B 231, 250, 286, 293 Miller, D 210, 212, 215, 217, 220, 229, 252, 260, 261 Miller, J 250 Miller, T 31 Mills, C 35, 50 Mills, C.W 106, 116 Mills, K 187, 191 mind-mapping 155 Minowa, Y 110, 116 Mitchell, C 38, 51, 221, 229 mixed methods 24, 172, 251, 277, 278, 279 – 81, 283, 284, 286, 287, 289, 291, 293, 294 mock debate 144 moderator 97, 119, 120, 121, 125, 129, 130, 132, 133 – 46, 150, 154 – 8 Moisander, J 69, 78, 166, 172 Molesworth, M 207, 216, 217, 246, 250 Montgomery, A 164, 172 Moore, L 185, 187 Morgan, D 37, 51 Morgan, L 254, 260 Morgan, W 142, 146 Morrison, P 20, 31, 48, 88, 89, 114, 177, 182, 185, 190 Moshavl, D 180, 190 Index 331 Mouffe, C 240, 241, 242, 249, 250 motivation(s) 19, 23, 44, 51, 104, 120, 122, 131, 142, 154, 158, 163, 165, 167, 177, 190, 206, 264 motivational 133, 153, 264, 274, 275 Muñiz Jr A 212, 218 Mungabareena Aboriginal Corporation 174, 190 Museum(s) 71, 192, 194, 195, 204, 207, 214, 217 Muskat, B 71, 73, 77 Muskat, B 71, 73, 77 Nardi, B 207, 208, 210, 215, 217 Nash, R. J 84, 90 National Health and Hospitals Reform Commission & Australian Department of Health and Aging 90 National Health and Medical Research Council 184, 190 netnographer 252, 253, 256, 257 netnography xiv, 5, 6, 11, 50, 212, 217, 252 – 61, 269, 293 neural representations neuroscience xiv – xv, 5, 7, 13, 15, 262, 263, 265, 266 – 71, 273 – 5 Ngunjiri, F.W 105, 115 Nilson, C 176, 177, 181, 182, 184, 185, 186, 188, 190 Nixon, E 246, 250 Noblit, G. W 230, 231, 232, 250 nodal point 240, 243, 245, 246, 247, 248, 249 nodes 84, 197 non-conscious 262 – 76 nonprofit(s) 50, 167 Norris, J 105, 116 Norton, B 115, 183, 189 not for profit 186 O’Connell, M 208, 217 O’Dea, K 184, 190 Odom, W 211, 217 O’Donohoe, S 116 Oftedal, O 190 Olsen, B 110, 116 one way mirror 119 online dating 211, 216 online forum(s) 257 online game(s) xiv, 205, 206, 209, 210 online settings 33, 47 ontology 6, 36, 73, 106 – 8, 110, 111, 233, 234, 237, 240, 247, 248, 249 O’Reilly, K 170, 172 Oswick, C pain points 242, 250 Paradies, Y 191 Paradigmatic 50, 107, 109, 110, 241, 294 Parker, R 175, 190 Parson, M 194 participant consumer engagement 184 – 6 participant observation xii, 5, 6, 7, 10, 31, 51, 52, 80, 82, 83, 90, 91, 95, 103, 105, 208, 209, 212 partnerships 149, 186, 282 paths 194, 197, 222 Patrizio, K 90 pattern of reinforcement 300, 312 Patterson, A 110, 116 Payne, M 16, 17, 18, 19, 26, 28, 32, 80, 90 Pearce, C 207, 208, 210, 215, 217, 277, 279, 280, 292, 294, 295 Pelias, R.J 105, 116 perception(s) 1, 2, 3, 4, 15, 46, 64, 84, 90, 104, 109, 131, 133, 136, 139, 140, 141, 142, 143, 146, 155, 158, 177, 185, 194, 200, 216, 225, 248, 253, 258, 259, 260, 264, 269, 280, 307, 309, 310, 311 perceptual 15, 136, 137, 140, 264 personal diary notes 181 personification 136 Petrelli, D 207, 217 phenomenological 13, 105, 106, 224, 250, 296, 297, 302, 303, 304, 305, 307, 308, 311 photos(s) / photograph(s) 3, 20, 30, 34, 115, 123, 124, 126, 139, 142, 148, 152, 157, 158,201, 205, 207, 210, 211, 213, 216, 219, 259, 278 picture interpretation 142 – 3 picture(s) 82, 99, 100, 101, 102, 120, 124, 126, 127, 138, 139, 140, 142, 199, 253, 159, 167, 281 picture sort 120, 140 Pink, S 219, 220, 221, 228, 229 Pinker, S 235, 240, 241, 250 332 Index place (location) 3, 47, 56, 103, 139, 181, 185, 186, 192, 193, 194, 197, 198, 199, 200, 201, 202, 203, 204, 207, 214, 222, 224, 225, 228, 229, 314 postmodern 21, 106, 108, 110, 114, 115, 116, 251 postmodernist 106 Potter, J 107, 116, 239, 242, 250 Potts, D 123, 130 power differentials 58 practices 19, 22, 69, 76, 105, 110, 119, 123, 148, 151, 152, 160, 179, 184, 190, 191, 193, 198, 202, 203, 213, 216, 218, 220, 224, 226, 229, 233, 241, 281 Pratt, M 106, 116 Prelinger, R 208, 217 priming 264, 266 processing fluency 266 – 7, 270 product positioning 194 projectives / projective techniques xii, xiv, 5, 6, 12, 57, 131, 132, 133, 134, 135, 136, 137, 138, 139, 140, 141, 143, 145, 146, 155, 166, 214, 269 Pryor, S 70, 77 Pyer, M 82, 90 quantitative research 1, 7, 8, 14, 16, 35, 49, 53, 54, 55, 57, 60, 66, 68, 72, 73, 74, 75, 76, 77, 109, 150, 171, 188, 233, 276, 277, 278, 279, 280, 281, 283, 284, 285, 286, 287, 288, 292, 293, 294, 295, 307, 312 radical behaviorism 298, 299, 301, 308 Raphael, B 175, 190 Rapport, F 46, 49 reciprocity 19, 47, 160, 161, 181 recruitment 5, 6, 31, 33, 34, 35, 46, 47, 48, 49, 50, 51, 52 Redwood, T 82, 90 Reed-Danahay, D 106, 116 reflection 81, 84, 91, 113 reflective field notes 80, 82, 84, 85 reflexivity xiii, 48, 90, 105, 106, 114, 177, 178, 180, 182, 188, 190 Reimer, J 89 reliability 33, 35, 56, 77, 107, 237, 285, 286, 292, 293 reputation 42, 43, 110, 212, 217, 218 research: action 173 – 91, 252, 277; archival xiv, 5, 6, 12, 20, 30, 31, 90, 206 – 10, 212, 214, 217; design 4, 17, 19, 26, 34, 47, 53, 54, 65, 66, 67, 68, 69, 72, 73, 77, 118, 130, 150, 219, 293; facility 120, 129, 150, 154; marketing 35, 46, 49, 72, 77, 111, 115, 116, 118, 121, 130, 132, 142, 160, 161, 162, 163, 165, 166, 167, 170, 171, 172, 252, 260, 261, 262, 263, 264, 269, 292, 293; materials 57; neuroscience 262, 276; planning 6 – 8, 10; observational 6, 10, 11, 198; questions 44, 48, 54, 55, 58, 61, 63, 65, 67, 68, 91, 257, 258, 282, 287; social science 35, 68, 74, 75, 76, 293; text-based 6, 10, 12, 13 ResearchGate (RG) 72, 257 response-time studies 271, 272, 274 Rheingold, H 212, 217, 253, 261 Rich, M 221, 229 Richards, H 20, 32 Richardson, L 105, 112, 116 Richtel, M 211, 217 rigor 19, 73, 107, 236, 285, 286, 292, 302 Ritson, M 69, 77 Ritzer, G 246, 251 Roberts, S 110, 116 Rogers, C 182, 190 Rogers, R 208, 213, 215 role-playing 143 Romano, J 216, 209 Rorty, R 239, 251 Rubin, H 163, 172 Rubinstein, R 185, 187 Rushmer, R 87, 90 Ryan, G 279, 285, 286, 292, 294 Ryan, R 180, 185, 188, 190 Sacks, D 213, 217 Saldana, J 105, 116 sales 17, 34, 149, 171, 180, 193, 194, 199, 200, 201, 202, 203, 204, 253, 267 sampling xiii, 5, 6, 25, 33 – 52, 66, 224, 267, 283; criterion-based 37, 39; deviant case 39, 42; experience 45, 49, 50; frame 37, 41, 47, 51; intensity 39, Index 333 42, 43, 48; maximum variation 39, 41, 42, 48; network 34, 39, 40, 41, 48; non-probabilistic 37; probabilistic 37; purposive 34, 37; quota 39, 41, 42; reputational case 42, 43; theoretical 44, 48, 49 Sands, R.G 167, 172 Saren, M 236, 239, 240, 249 Sartre, J.P 106, 116 Sawyer, R.D 105, 116 Schäfer, M.T 208, 217 Schau, H.J 212, 218 Schensul, J.L 166, 172, 230, 251 Schouten, J 70, 78 Schwarzenbach, J scientific method 107, 296 Scrine, C 191 Scullion, R 246, 250 Searle, J 18, 31 Sellen, A 207, 211, 215, 217 sensitive topics 48, 120 sensory aesthetic 220 – 6 sensory ethnography 11, 69, 70, 78, 219, 220, 221, 223, 224, 225, 227, 228, 229 sensory experience 220, 221, 222, 223, 225, 260, 275 sensory home (concept) 219, 220, 221, 223, 224, 225, 226, 228, 229 sentence completion 132 – 4, 137 Shankar, A 110, 116 shared reality 166 sharing 134, Sherry, J 110, 116 shopping trip 127, 196 Siddiqui, S 206, 218 sign, signal, signifier, signified 22, 64, 93, 99, 100, 198, 202, 235, 238, 239, 240 – 1, 242, 243, 244, 245, 246, 249, 270, 273, 274, 298 signifying chain 240 Sixsmith, J 46, 47, 51 Skinner, B 299, 309, 312, 313 Skinner, J 161, 172 Slater, D 173, 190, 252, 261 Smith, L 179, 190 Smith, T 300, 313 social context 70, 120, 121, 123, 127, 174 social media xiv, 205, 208, 210, 211, 212, 216, 252, 253, 255, 256, 257, 260 software xv, 5, 6, 9, 94, 96, 98, 139, 158, 167, 213, 273, 277 – 95 Solomon, M 206, 218 Solove, D 212, 218 Space 3, 4, 17, 32, 35, 49, 50, 79, 80, 85, 87, 88, 89, 112, 115, 124, 144, 181, 189, 192, 193 – 204, 206, 208, 212, 213, 223, 225, 246, 247, 249, 254, 258, 260, 284 Spanjaard, D 171 Spradley, J 79, 90, 173, 190 Spurr, S 185, 188 Standlee, A 230, 250 Starkey, K 246, 250, 251 Stea, D 197, 204 Stephens, C 81, 89 Stern, B 213, 215, 237 – 40, 248, 251 Stigma 46, 52, 82, 88, 90 store layout 194, 195 story completion 133 – 4 Strangelove, M 208, 218 Street, A 89 strength-based approach 183 Strickland, S 190 structure xi, xii, xiv, 1, 2, 4, 5, 7, 9, 20, 23, 36, 54, 55, 61, 65, 82, 85, 86, 87, 92, 96, 105, 112, 116, 133, 149, 152, 153, 164, 170, 177, 183, 186, 193, 198, 201, 202 203, 233, 235, 240, 241, 242, 248, 254, 259, 261, 268, 288, 303, 304 Styvén, M 207, 218 Su, F 83, 89 subconscious representations 6, 10, 11, 12 Subjective Personal Introspection (SPI) 105, 110, 114, 115, 116 subjectivism xiii, 21, 22, 26, 36 subjectivity 32, 59, 54, 86, 107, 109, 178 subject position 48, 241, 242, 243, 244, 245, 246, 247, 249 Sumaya, C 183, 189 Sunderland, P.L 161, 172 Survivor Island 140 – 1 sustainability 182, 186 Swan, P 175, 190 Syntagmatic 240, 241 system 1, system 264 – 8, 271, 175 Szasz, T 80, 90 334 Index Tacchi, J 173, 190 talk balloons 141 – 2 Tate, E 180, 189 Taylor, S 81, 90, 208 teamwork 282 teenage pregnancy 81, 88, 90 teleethnography 110, 116 Thereska, E 211, 217 thick storylines 79, 81 third person account/analysis 109, 131, 133, 296, 297, 302, 305, 307, 308, 311 Thompson, C 109, 114 tightness of fit 67, 70 Tiwsakul, R. A 106, 110, 116 Todres, L 186, 189 Tovey, M 212, 217 Townley, B 116 Toye, R 70, 78 transcription 59, 61, 62, 63, 214, 302, 311 triangulation 62, 237, 238, 279, 294 trust 22, 27, 32, 41, 54, 58, 60, 61, 65, 82, 83, 151, 152, 161, 164, 168, 169, 170, 171, 179, 180, 181 – 2, 183, 211, 212, 254 Tsey, K 176, 186, 190 Tufekci, Z 211, 218 Turley.D 206, 218 Turner, V 112, 113, 116 typing 254, 255 Ulmer, G 105, 116 Underberg, N 208, 218 underrepresented segments of the population 256, 257 unifying consumer research unlearning 85 – 8, 90 utilitarian reinforcement 298, 305 utility 10, 24, 25, 77, 108, 221, 226, 234, 300 validity 35, 60, 75, 107, 110, 182, 238, 239, 248 Valtonen, A 69, 78, 166, 172 Values 23, 36, 37, 64, 75, 87, 112, 114, 155, 159, 173, 177, 178, 179, 185, 242, 246 Van Maanen, J 231, 251, 260 Venkatesh, A 108, 115 Verba, S 66, 77 verbal behavior 302, 306, 307, 309, 311 video xiv, 18, 25, 34, 49, 56, 63, 69, 94, 95, 97, 101, 102, 123, 124 – 5, 129, 147 – 8, 156 – 8, 182, 208, 209, 212, 214, 217, 218, 219 – 20, 221 – 8, 229, 255, 278, 285, 288 video tour xiv, 220 – 9 virtual ethnography 260, 216 virtual goods 206, 207, 216 virtual objects 207 virtual worlds xiv, 205, 206, 208, 209, 215, 217 Visconti, L 110, 116 visualization 125, 144, 278, 289, 291 visual methods 219 Vonderau, P 217, 218 Walberg, M 209, 218 Walker, D 180, 187, 188 Walker, M 191 Walker, R 190, 191 Wallendorf, M 68, 77, 110, 116, 164, 171 Walton, D 182, 191 Ware, V 185, 191 Wathen, C 176, 191 Watkins, R 206, 216 Wattanasuwan, K 108, 115 Webster’s Seventh New Collegiate Dictionary 64 Weiss, R 194, 204 Westbrook, B 88, 89 Wetherell, M 107, 116, 250 Whelan, S 110, 117 Whiten, P 190 Whiteside, M 190 Whitley, R 82, 90 Whittaker, S 207, 217 Wierenga, A 79, 80, 83, 90 Williamson, J 167, 172 Williamson, P 45, 50 Wilmshurst, J 245, 251 Wilson, A 20 32, 176, 179, 187, 190, 191 Wilson, C 82, 89 Wilson, R 282, 294 Wimsatt, W. K 231, 251 wish technique 144 withdrawal/obit technique 145 – 6 Wittgenstein, L 231, 239, 251 Wohlfeil, M 110, 117 Wolcott, H 181, 191 Index 335 Women’s Health Goulbum North East 174, 190 Wood, J 206, 216 Wood, N 206, 218 Woodwell 72, 73, 78 word association 133, 137 word chain 137 word of mouth 253, 260 World Health Organisation 184, 191 Wright, M 178, 188 Wyatt, J. G 105, 117 Wyn, J 79, 90 Wynarden, 16, 17, 19, 24, 31 young mothers 80 – 8, 89, 90, 209 Zaltman, G 265 Zeher, 71 Zeynep, T 218 Žižek, S 249, 251 Zorn, E 208, 218 Zubrick, S 175 – 6, 191 ... 2014) I will later employ the mapping sentence in relation to Integrating Ethnographic Consumer Research Using Facet Theory the domain of qualitative consumer research I will be using the mapping... moral minimum standard would entail Based on our study of ethics, we believe a moral minimum would consist of several components However, we must caution any such component list is a minimum and... recruiting research participants in online settings When we began to outline this chapter, our task seemed simple: review sampling and recruitment in consumer research and define terms, outline