Photo-elicitation: using photographs to read retail interiors through consumers' eyes

Researchers studying experiences in retail environments have typically restricted their attention towards examining the influence of individual atmospheric variables upon customer behavior. In this respect photographs and video are common environmental simulation techniques. This research approach not only concerns researchers active in consumer culture theory, but also interior architects and retail designers. As holistic inspired practitioners, they maintain that interiors function as 'Gestalt' environments, interacting with their users. Inspired by their viewpoints, in this paper, the authors reflect on the use of the inductive, holistically inspired method of photo-elicitation in research concerning experiences in retail environments. In addition, they report on the application of photo-elicitation in two empirical projects. The findings demonstrate the value of photo-elicitation in gaining insight into customer experiences in retail interiors