Article
Who is the author of the article?
Sangho Seo
What type of interview was conducted?
in-depth interviews
Shopping is often done not only for purchases but also for what?
Fun and leisure
What was one strength of the study?
Rich, detailed insights from interviews
What kind of value did the study highlight in shopping?
Hedonic value
What year was the study published?
2020
How long did each interview last?
2 hours
What emotional benefit did participants say shopping gave them?
Stress relief / escape
What was one weakness of the study?
Very small sample size
What research method from the article also connects to our class project?
Interviews
What type of research method did the study use?
Unstructured, in-depth interviews
Why did the researcher avoid directly asking about hedonic value?
To reduce bias in responses
Shopping was compared to what type of activity?
Hunting/adventure
Why can’t the findings be fully generalized?
Mass communications research
Why are interviews important as a method?
They capture personal experiences and insights
How many shoppers and salespeople were interviewed?
3 shoppers + 1 salesperson
What was the main goal of using interviews?
To explore consumers’ shopping experiences
What kind of purchases did participants often make?
Impulse purchases
What did the study recommend for future research?
Use a larger sample of consumers
How does the study connect to this week’s readings?
By showing how interviews explore motivations beyond utility
What journal was the article published in?
International Journal of Advanced Culture Technology
What kind of research approach was this study?
Exploratory
What should marketers emphasize, according to the findings?
Entertainment and excitement in shopping
What broader field does this study contribute to?
Mass communications research
How can this method help our own research projects?
It can uncover deeper motivations and improve project design