Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 54: Autodriving: A Photoelicitation Technique
Autodriving: A Photoelicitation Technique
Oh, wad some power the giftie gie us
to see ourselves as others see us!
It wad frae monie a blunder free us,
an' foolish notion.
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 [Page 550]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 ...