Logo Logo

Autodriving: A Photoelicitation Technique, Journal of Consumer Research

Abstract

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 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 photographs offer exciting challenges to informants by encouraging their need to explain themselves.

Type

Article

Author(s)

Sidney Levy

Date Published

1991

Citations

Levy, Sidney. 1991. Autodriving: A Photoelicitation Technique. Journal of Consumer Research. 18(3): 257-272.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more