“…Marketing research is becoming increasingly attentive to visual representations and the use of images by consumers, businesses, and academics alike. Recent work attests to the growing success of visual methods alongside the ubiquity of images in contemporary society (Arnould and Dion, 2018; Cléret et al, 2018; Ganassali, 2016; Rokka and Hietanen, 2018). Among the variety of visual methods available for documenting consumer practices, photo-elicitation is “a means of identifying recurrent themes in consumer behavior and, more specifically, in consumer culture theory (CCT), such as experience, material culture, corporeality and sensoriality, and identity, and cultural places and contexts” (Ndione and Remy, 2018: 66).…”