Using Vignettes to Study Family Consumption Processes

摘要

The use of vignettes for qualitative consumer research is discussedin this article. More specifically, vignettes are proposed as a usefulresearch technique for conducting systematic and rigorous studies ofconsumer interaction processes, in particular as these relate to familyconsumption issues. Following an overview of methodological andpractical problems of studying consumption interaction processes infamilies, a discussion of how vignettes may be used to enhance knowl-edge of family decision-making processes in real-life contexts is pre-sented. Design implications are discussed and strategies for applyingthe vignette method are outlined and illustrated by two recent stud-ies of pro-environmental consumer behavior in a family context. Thepaper concludes with a discussion of the benefits and the possible pit-falls of using vignettes. 2010 Wiley Periodicals, Inc.