Researching multisensory experiences through an artist's eye

Scott, Rebecca ORCID: https://orcid.org/0000-0003-2077-8234 and Williams Bradford, Tonya 2022. Researching multisensory experiences through an artist's eye. Journal of Marketing Management 10.1080/0267257X.2022.2061573

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Abstract

Individuals encounter a range of experiences in the marketplace, some of them entailing inarticulable multisensory consumption contexts. Current marketing and consumer research data collection tools and theoretical representations may not adequately reflect the complexity of such experiences. Thus, we developed an interdisciplinary approach to identifying multisensory consumption experiences that occur in contexts where feelings are ‘unsayable’ Through a study of families who donated the organs of a deceased loved one, we develop an art-centric methodology to uncover thoughts, experiences, and feelings that may not be accessible for individuals as they attempt to describe these profound multisensory experiences or their implications in lived experience. We conclude with implications for market and consumer research.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Taylor and Francis Group
ISSN:	0267-257X
Date of First Compliant Deposit:	10 November 2022
Date of Acceptance:	11 November 2020
Last Modified:	23 Apr 2024 16:39
URI:	https://orca.cardiff.ac.uk/id/eprint/154062

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