Details

Autor(en) / Beteiligte

• Carù, Antonella
• Cova, Bernard
• Cova

Titel

Small versus big stories in framing consumption experiences

Ist Teil von

• Qualitative market research, 2008-04, Vol.11 (2), p.166-176

Ort / Verlag

Bradford: Emerald Group Publishing Limited

Erscheinungsjahr

2008

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Purpose - The purpose of this paper is to highlight the importance and utility of introspective accounts to ethnography when it deals with consumption experiences.Design methodology approach - The paper reviews the changes in the way "reflexive consumers" write introspective narratives about their intimate thoughts and deep feelings lived during an experience and takes advantage of previous research carried out in different contexts, e.g. music concerts and internet-based services.Findings - The paper specifies the more original stages of a complete ethnographic approach to consumption experience. These include co-immersing; organising the narratives' write-up; combining the experience's time frame with data generated via observation and introspection; and producing interpretations that will vary depending on the consumer's expressed level of pleasure.Research limitations implications - This type of approach does not work in all consumption situations, nor does it apply to all consumers.Practical implications - The combination of observation and introspection will enrich researchers' toolboxes in the quest to unravel the increasingly complex and unpredictable experiences the consumption of today products and services affords consumers.Originality value - The paper advocates that the writing up of introspective narratives and diaries has become a common practice for reflexive consumers accustomed to telling their stories online that must be used in market research.