2021/09/20 by Rebecca Pera, Sarah Quinton, Gabriele Baima
Agricultural and Biological Sciences · Business, Management and Accounting · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Culinary Culture and Tourism #Participatory Visual Research Methods
paper · doi:10.1002/mar.21596
openalex publication_date 2021/09/20 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28
Abstract This methodological paper investigates how visual methods contribute to the understanding of consumers' values. The study adopts a digital ethnography approach in which participant generated photographs and videos unearth complex and intangible consumer values associated with food consumption. The findings indicate that visual methods are powerful in moving beyond the representational and offer a transformative capability for participants in making abstract constructs more concrete. The research illustrates that embedded visual methods are compelling in giving “voice” to participants and as such they are more engaged with the research process. In addition, the study suggests that visual methods provide valuable and more complete insights into consumer research when text, sound, and image interplay.