The use of embedded visual methods in unveiling consumers' values: A digital ethnography perspective
这篇方法论论文研究了视觉方法如何帮助理解消费者价值观，采用数字民族志方法，通过参与者生成的图片和视频揭示与食品消费相关的复杂无形价值观。
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.