Videography: 'New Kid on the Research Block Or Significant Conrtibution to Consumer Research

Videography may be the ‘new kid on the research block’ but what is the actual contribution to consumer research? This paper examines the value of videography as a method with which to enhance our understanding of consumer behaviour. It is compared and contrasted with other popular qualitative consumer behaviour research methods. Tools of analysis such as hermeneutics, discourse and thematic analysis are considered with regard to videography, including a look at the extent to which these tools require adaptation, while conceptual in orientation, a case study is presented in an attempt to develop some of the issues identified.


Shelagh Ferguson and Sarah Todd (2005) ,"Videography: 'New Kid on the Research Block Or Significant Conrtibution to Consumer Research", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.


Shelagh Ferguson, University of Otago
Sarah Todd, University of Otago


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

Read More


Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More


D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.