Constructing audiovisual representations of consumer archetypes

Purpose The purpose of this paper is to explain how audiovisual archetypal representations likely to engender emotional identification and consumerinquisitiveness by marketing professionals can be constructed. Designmethodologyapproach The paper employs videoethnography involving the following steps...

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Veröffentlicht in:	Qualitative market research 2010-01, Vol.13 (1), p.84-96
Hauptverfasser:	Caldwell, Marylouise, Henry, Paul, Alman, Ariell
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behaviour Ethnography Social class Video
Online-Zugang:	Volltext
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