Behind Closed Doors: Opportunity Identification Through Observational Research (9:00, Re-Run)
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 distinctive ways in which mundane, household products are transformed through novel applications.
Cynthia Webster, Richard Seymour, and Kate Dallenbach (2009) ,"Behind Closed Doors: Opportunity Identification Through Observational Research (9:00, Re-Run)", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 806-807.
Cynthia Webster, Macquarie University, Australia
Richard Seymour, The University of Sydney, Australia
Kate Dallenbach, Victoria University, New Zealand
NA - Advances in Consumer Research Volume 36 | 2009
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
Red Flag! The Consequences of Alerting Consumers to Fake Reviews
Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, USA