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*The links to films are provided as a service to our members. The films are not hosted by ACR and it does not endorse or make any other claims regarding the films’ contents. ACR cannot be held responsible for the content of these films or their copyright status. Any questions regarding these films should be addressed directly to films’ makers.
Behind Closed Doors: Gendered Home Spaces in an Arab Gulf State (22:00)
A Qatari architect in our study observed that a woman’s abaya (the black over-garment that is the national dress), shayla (an accompanying black head covering), and niqab (a black face veil covering all but her eyes) are the embodied extension of gendered spaces in Qatari homes. That is, it provides a sense of privacy and modesty as well as a screen safeguarding the woman from the gaze of the outside (predominantly male) world. This video provides an introduction to the changing role of home des
Behind Closed Doors: Opportunity Identification Through Observational Research (9:00)
To thrive in today’s competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. The short film "Behind Closed Doors" incorporates videography with naturalistic observations to expose the creativity, problem solving, and variety seeking behaviors of one family. Trace analysis and usage behaviors are presented in five themes: "Fresh Ideas", "Storage", "Playing", "Repairs" and "Food Combinations". Results exemplify the dis
Binomial Structure in Luxury: Analyzing Overseas Trip Experiences of Japanese Well-to-dos (14:19)
What is luxury? What does luxury mean to consumers? In this video, we turn from luxurious tangible objects to luxurious experiences. Using photo-confrontation narrative method, we find that luxurious experiences of overseas trip associate with binomial concepts: two competing and contrastive concepts appeared simultaneously in their luxurious experiences. Four concepts are (1) Extra-ordinariness versus Ordinariness, (2) Expectedness versus Unexpectedness, (3) Separateness versus Connectednes
Bodily Experiences of Second Life Consumers (37:04)
This video investigates the meanings and presence of the body in virtual worlds where visual presentation of participants through images are allowed. To understand this phenomenon, we make observations and conduct offline and online interviews in a virtual world called Second Life. Our findings on the meanings of “avatar”, avatar construction, and avatar experiences reveal that the body in virtual worlds is symbolic in nature and enables people to playfully engage in (re)constructing several bod
Can Buy Me Love (17:50)
This video-graphy portrays exhibitors of classic cars, muscle cars, and hotrods at public car shows in Arizona. Whereas Fournier popularized the relationship metaphor in consumer research, our auto-enthusiast informants reveal deeper and more intimate relationships than previously reported. We show how these auto-enthusiast consumers have animated their automobiles as partners in -- as what Sternberg defines as – a consummate loving relationship. Consummate loving relationships exhibit three com
Consumption, Belonging, and Place (72:00)
This film is designed to probe the potential of auto-ethnography in ethnographic research. The film focuses on a single community in South East London where the director of the film used to live. This film incorporates the director’s voice, also a character in the film, and the voices of other inhabitants who are the consumers of The High Street. The film represents an everyday life of The High Street and its people. The street has its own spatio-material topography as the market. The High Stree
Everything You Always Wanted to Know About the Pre-Party* (15:00)
This videography focuses on a cultural phenomenon—the pre-party—familiar to virtually all Swedish youth. Reading previous studies on youth and drinking leaves one confused over the apparent popularity of this consumption activity; if drinking only leads to unwanted social encounters, is fueled by negative peer pressure, and has negative consequences for one’s self and social identity, why is it such an enormously popular consumption activity? Our findings suggest that the pre-party can be unders
The Ties That Bind: Being Black, Buying, and Hope (8:08)
This short ethnographic film was commissioned by Burrell Advertising as part of the 2007 Proctor & Gamble Ethnic Marketing Conference. The aim of Burrell Advertising was to acquire a “thirty thousand feet view” of African American consumption patterns and attitudes. The film shows that the African-American market comprises participants from a wide range of socioeconomic backgrounds who express diverse views regarding African-American consumption and representations in marketing. The market, the
This Day is To Be Special: The Role of Exaggerated Contrast in an Indian Wedding (18:24)
The film documents how audial and visual cues are purposely exaggerated in Indian weddings, arguably to distinguish the sacred from the profane. In one instance, wedding participants use the colors gold, red, orange and silver. Significantly, these colors are rarely seen in such brilliance and concentration in everyday Indian life. In another instance, the groom approaches the bride on the wedding day accompanied by a large band which involves traditional auspicious instruments such as the Sheh
Urban Archetypal Hedonistas (34:00)
A meta-analytic literature review suggests that successfully implementing a marketing orientation associates with higher revenue and profits (Kirca et al., 2005). Yet academic literature provides limited guidance as to how this goal is practically achieved (An exception is Gebhardt et al., 2007). One observed barrier is an inability by firm personnel to readily empathize with target consumers. Videos depicting consumer archetypes is one way of addressing this problem.