Measuring Responses to Commercials: A Projective-elicitation Approach

Soley, Lawrence C.

doi:10.1080/10641734.2006.10505198

Cited by 7 publications

(5 citation statements)

References 53 publications

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“…The photo-elicitation step (for more use in consumer behaviour, see McGrath, 1995) makes this a relatively unique approach, which was suggested by Soley (2006) and is principally based on the Thematic Apperception Test (Murray, 1943). Techniques like this, which are modifications of the classical TAT, are often used in marketing research to help uncover not only their internal thoughts and feelings.…”

Section: Study Description and Samples For Scale Developmentmentioning

confidence: 99%

“…The questions were designed to elicit the respondents' purchase motivations in a 'conspicuous' context in order to view to generate some primary items for the scale, with five questions were designed for the purpose. The process is supposed to reflect the consumer's purchase motivations (Soley, 2006), thereby making vital contributions to the generation of items for scale development. The respondents' answers can be summarised to have generated reactions such as desirability of having acquired an English medium school background, 1 awareness of 'contemporary' taste, looking for ways to be unique, etc.…”

Section: Study Description and Samples For Scale Developmentmentioning

confidence: 99%

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Conspicuous consumption orientation: Conceptualisation, scale development and validation

Chaudhuri

Mazumdar

Ghoshal

2011

J of Consumer Behaviour

139

107

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In this paper individual differences in conspicuous tendencies are examined. A new definition of the construct is proposed and, through critical evaluation of the extant literature, the need for a proper scale is posited. Then an extensive exercise is taken up to develop and validate the scale. The 11-item scale is found to be uni-dimensional, to have a factor structure that is generalisable across student and nonstudent samples, and has acceptable internal and test-retest reliabilities. The scale's validity is attested to by its theoretically tenable relationships with other personality measures.

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Section: Study Description and Samples For Scale Developmentmentioning

confidence: 99%

Section: Study Description and Samples For Scale Developmentmentioning

confidence: 99%

Conspicuous consumption orientation: Conceptualisation, scale development and validation

Chaudhuri

Mazumdar

Ghoshal

2011

J of Consumer Behaviour

139

107

View full text Add to dashboard Cite

show abstract

“…Researchers in marketing, agriculture, consumer research, sociology, anthropology, and cultural studies re-appropriated visual projection as a study elicitation tool (Collier, 1967;Harper, 2002;Soley, 2006). Communication and marketing authors have highlighted PTs as an under-tapped resource for social-behavioural research (Pich & Dean, 2015;Soley, 2006;Wiehagen et al, 2007), because they provide an indirect method for eliciting attitudes, behavioural evaluations, motivations, perceived social norms, and personal experience without the invasiveness or social desirability bias of more direct methods (Curry, 1986;Donoghue, 2000;Regan & Liaschenko, 2008;Soley, 2010;Wiehagen et al, 2007).…”

Section: Pts: Underutilised and Promisingmentioning

confidence: 97%

Regarding realities: Using photo-based projective techniques to elicit normative and alternative discourses on gender, relationships, and sexuality in Mozambique

Holman

Harbour

Said

et al. 2016

Global Public Health

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This paper argues for the methodological merit of photo-based projective techniques (PT) in formative HIV communication research. We used this technique in Mozambique to study multiple sexual partnerships (MSPs) and the roles of social and gender norms in promoting or discouraging these behaviours. Facilitators used ambiguous photographs and vignettes to ease adult men and women into discussions of sexual risk behaviour and HIV transmission. Visuals upheld a third-person perspective in discussions, enabling participants to safely project their worldviews onto the photographed characters, and indirectly share their attitudes, normative environments, personal and peer experiences, perceived risks and benefits, and theories about motivations for extramarital sex. Visually grounded storylines contained rich detail about the circumstances and interpersonal conversations that contextualise MSP behaviour and norms. The research yielded findings about conflicting social practices of public encouragement and private disapproval. Despite concerns around the verifiability of PTs, the repetition and convergence in the elicited conversations - and confirmation through subsequent campaign design and evaluation - suggest these techniques can reliably elicit information for formative public health and communication research on psychosocial and normative factors.

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“…Photoelicitation, the core of the ZMET approach, permits respondents to prepare their own photographs of people, objects and environments they are familiar with, creating a sense of uniqueness and personal narrative (Heisley and Levy, 1991). The method is at once open and free of specific questions, but also structured as the interview delves deeper into respondent associations in a process similar to visual sociology and psychoanalysis (Soley, 2006).…”

Section: Platementioning

confidence: 99%

When hot and noisy is good

Warden

Chen

2009

Asia Pacific Journal of Marketing and Logistics

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Purpose -The purpose of this paper is to extend research on metaphors of consumption to a Chinese cultural setting, specifically examining consumer thoughts related the Chinese concept of renao (hot and noisy). Design/methodology/approach -The Zaltman Metaphor Elicitation Technique (ZMET) was useda photo elicitation approach and semi-structured interviews that surfaced metaphors. Field observation and participative techniques were combined with the 14 interviews, in Taiwan, through a grounded theory approach that classified results in categories using the software XSight. Findings -Five main categories of related concepts consistently arose: food, inexpensive, crowd, marketing communication and servicescape. Respondents closely tied renao with consumption behavior. All five categories resulted in rich descriptions that these consumers, and possibly a wider group, associate with successful retail locations. Research limitations/implications -This in-depth approach was limited to 14 respondents and two researchers living in Taiwan. Thus, both the sample and the sample frame are restricted. Although the concept of renao is common in all Chinese cultural settings, its exact interpretation differs in different locations, sub-cultures and marketing segments. Originality/value -Consumers expressing their values though consumption is a marketing topic both studied and used in the West. The convergence of consumers' perception of self and consumption is no less important, but certainly different, for consumers in a Chinese cultural setting. Local values heavily influence Chinese consumption in Taiwan, such as the central concept of renao. These local values are rarely discussed in Western literature. Retailers can benefit by incorporating at least some of these metaphors, while marketing researchers can gain an expanded definition of consumer self-image and values.

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Measuring Responses to Commercials: A Projective-elicitation Approach

Cited by 7 publications

References 53 publications

Conspicuous consumption orientation: Conceptualisation, scale development and validation

Conspicuous consumption orientation: Conceptualisation, scale development and validation

Regarding realities: Using photo-based projective techniques to elicit normative and alternative discourses on gender, relationships, and sexuality in Mozambique

When hot and noisy is good

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