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1、VISUALCONSUMPTIONJonathanE.SchroederUniversityofExeterDiscussionPapersinManagementPapernumber04/04ISSN1472-2939AbstractVisualimagesconstitutemuchcorporatecommunicationaboutproducts,economicperformance,andsocialresponsibility,andalsoinformgovernmentaleffortstocreatepositiveattitudesforcitize
2、ns,consumers,andorganizations.Brandimage,corporateimage,advertisingimages,andimagesofidentityalldependuponcompellingvisualimagery.Variouslyreferredtoastheattentioneconomy,theaestheticeconomy,andtheexperienceeconomy,thisvisualturninmarketingmaycallfornewperspectivesandresearchapproaches.Howd
3、oimagecommunicate?Whatdoestheproductionandconsumptionofimagesmeanformarketingandsociety?Howdoesthehandlingofimagesinthealliedfieldsofvisualstudies,arthistory,filmtheory,designmanagement,andcorporateidentityshedlightontherelationshipsbetweenvisualprocessesandconsumption?Thispaperdiscussesmet
4、hodologicalandtheoreticalissuesofvisualimagesastheypertaintoconsumerbehaviourviainterdisciplinaryresearchexamplesandexemplars.Visualconsumerresearchcutsacrossmethodologicalandtopicalboundarylines–thepossibilitiesandproblemsofvisualapproachesencompassexperimentalandinterpretiverealms,andincl
5、udesuchvariedtopicsasinformationprocessing,imageinterpretation,andresearchtechniques.Keywords:Aesthetics,visualcommunication,consumerbehaviour,strategy,imagesToappearinBlackwellEncyclopediaofSociologyGeorgeRitzer,Editor2006JonathanSchroeder,SchoolofBusinessandEconomics,UniversityofExeter,St
6、reathamCourt,RennesDrive,Exeter,UK,EX44PU.Phone:+44(0)1392262537Email:J.E.Schroeder@exeter.ac.ukVISUALCONSUMPTIONWordCount:2011Visualconsumptioncharacterizeslifeintheinformationage—thecomputer,theWeb,andthevisualmassmediastructuretwentyfirstcenturylives,commandingtimeandattention,providinga
7、steadystreamofimagesthatappeartobringtheworldwithin.Encompassingnotonlyvisualorientedconsumerbehaviorsuchaswatchingtelevision,playingvideogames,birdwatching,tourism,museumgoingorwindow-shopping,visualconsumptionalsointroducesamethodologicalframeworktoinv
