Doing sensory ethnography in consumer research

Anu Valtonen, Vesa Markuksela, Johanna Moisander
  • International Journal of Consumer Studies, June 2010, Wiley
  • DOI: 10.1111/j.1470-6431.2010.00876.x

How to conduct sensory ethnography for cultural consumer research?

What is it about?

This paper elaborates and illustrates a cultural approach to doing sensory ethnography in the field of consumer studies.

Why is it important?

The paper contributes to the literature on consumer research by articulting a cultural perspective on "sensory ethnography".


Professor Johanna K. Moisander
Aalto University

Anu Valtonen ja Vesa Markuksea have further developed and applied "sensory etnography" in their later work. See related content in the Resources box.

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The following have contributed to this page: Professor Johanna K. Moisander