Ethnography research derives from anthropology and is a group of methods that focuses
solely on the observations and interactions between one another (Bailey, 2018). It is the study of an individual’s own environment and studied through interviews as well as the participation of that individual and observation (Wong, 2017). In this type of research, the researcher is often times referred to as the ethnographer (Wong, 2017). In addition, ethnography is a perspective in the field of qualitative research. Ethnography research is the leading type of research that is used throughout the fields of psychology and sociology (Bailey, 2018). It is also the systematic study of individual research (Bailey, 2018). One of the main reasons why ethnographic research is so important is because when used, it often detects unexpected issues. Regular researchers often miss key points that normal methods do not detect (Wong, 2017). However, ethnographers, are able to analyze emotions, feelings, and/or attitudes to help contribute to the results (Wong, 2017).
The purpose of ethnographic research is to benefit the researcher and aid them in their
understanding of what is occurring in the situation (Bailey, 2018). In addition, it will help them
when it comes to analyzing the data and develop the results including positive and negative
determinations (Gravier, 2021). This method allows the researcher to submerge themselves into the data collected and to be able to report the findings accurately (Bailey, 2018). The
researcher’s job is more purposeful than conducting an interview. The role of the researcher is to lead the study by building a rapport with the individuals, to gain a trust and a professional relationship in efforts to have a full understanding of what that participant is conveying (Gravier, 2021). The professional tries their hardest to put themselves in the shoes of the interviewee in order to have the best understanding they can of your experiences and perspectives (Bailey, 2018). Other factors that contribute to ethnographic research is culture (Gravier, 2021). Culture is referred to as the whole picture and not just ethnicity but includes geographical location as well. There is no limit on research and observation and will continue until saturation has been reached (Bailey, 2018).
The topic of research for this study is to see if there is a correlation between adults who
spend a lot of money on items or possessions that comfort them in comparison to how they grew up (Gravier, 2021). For example, if throughout the duration of this individual’s childhood they only had the bare necessities, nothing more, and nothing of great quality, is that person a hefty spender in their adult life because of a gratification that comes from “making it” in their life (Wong, 2017)? On the other hand, if throughout the duration of another individual’s childhood, they always had everything they needed and more such as the newest gadgets, were they more likely to carry those monetary patterns and behaviors into their adult life being that this was the only lifestyle they knew (Wong, 2017)? Studies show that there are often times a psychological connection between one’s background growing up and behaviors as an adult. This can be characterized as the nature versus nurture debate (Gravier, 2021). Nature versus nurture is the study or evaluation between how an environment can contribute to personality and behavior versus how genetics can affect the same factors (Wong, 2017).
This study was conducted during an interview and experimented in a controlled environment where a large shopping center was in agreement to use for the researchers to observe the participants shopping habits (Bailey, 2018). There were four of the experiments conducted over the course of this study to test geographical locations as well (Gravier, 2021). The four locations covered the New England states, the southern states, the central part of the
country, and lastly, the west (Bailey, 2018). There are many reasons why it is important to have
these four locations in doing this study. The first is because geographical location does provide a
variety of livelihoods which in turn contributes to a variety of families and upbrings (Wong,
2017). Also, there are more prominent cultures in each of these locations that are different from one another and would add to the results (Bailey, 2018). It is vital to have results that everyone can relate to and therefore it is imperative to have a diverse group of participants (Hodes, 2013).
This shopping center had a wide variety of clothing ranging in price and brand. In addition to
clothing, there are also accessories, high end restaurants as well as fast food, among others
(Hodes, 2013). It is also important to note that this study was conducted in 2019 during spring and summer months, May in the Northeast, June in the Southern states, July in central states, and August in the Western states (Hodes, 2013). Noting that this was prior to the covid-19 pandemic where perhaps the results would not be accurate representations of individuals real spending habits since that is a small, isolated period (Wong, 2017).
Furthermore, it was important to keep the months in a similar seasonal time frame to compare the results and not a completely different season where people’s spending habits could be depending on weather and holidays (Bailey, 2018). At each location, the study lasted two weeks with observation to the same individuals. All participants at all locations were between the ages of thirty and fifty years old and typically fifteen individuals participated (Wong, 2017).
For the northeast, New England states grouping of this experiment, it was decided that this test should be conducted in New York City where there is a wide range of stores and
shopping centers that attracts a wide range of people from different cultures (Bailey, 2018).
While there are many names brand, expensive, and luxury stores, there are also lower- and
middle-class attractive stores that are in the same center (Bailey, 2018). Prior to the start of the two-week observation an interview was conducted with each participant to learn about their background, childhood, culture, and adult life (Hodes, 2013). When the two-week observation began, all our participants were seen at this shopping mall no less than two times with the majority being five or more times in the two-week period. In addition, no participant walked out any time without any purchases in their possession (Bailey, 2018). While everyone who participated spent money each time, no one crossed between high end stores and lower end stores (Hodes, 2013). The results were as follows, participants of white-collar status who held successful jobs, were higher paid, and for the most part were of various cultures including Caucasian, African American, or Asian descent. This group made several purchases in the two weeks from department stores such as Macy’s which included clothing, shoes, handbags, and makeup as well as stores with luxury handbags such as Louis Vuitton and Prada and jewelry stores such as Tiffany and Cartier (Hodes, 2013). With that being said, participants that included Caucasians, African Americans, Asians, or other cultures who do not hold significant paying jobs or are unemployed made at least two appearances in the two-week span with at least one purchase each time (Bailey, 2018). These participants were seen holding shopping bags from stores from the outlet that feature stores such as Nike, Gap, Old Navy, and 5 Below.
At the conclusion of the two-week study, some of the main observations that were noted was that the participants who shopped at the outlet stores were of lower income, minority background who had lower paying jobs or did not hold any employment status, and they made fewer purchases and appearances in two weeks (Hodes, 2013). However, their purchases consisted mainly of clothing purchases with the exception of some toys or entertainment as well.
It was noted that even though they shopped at outlet stores, many of the purchases included
popular name brands. In comparison to the participants who were customers to the high-end
retailers and brands, most of them were with higher paying jobs or even owned their own
businesses (Hodes, 2013). The purchases that were made were more frequently, there were more appearances made these stores, and while the number of items bought may have been less than the outlets a greater currency was spent on the course of the two weeks (Wong, 2017). One factor that remained in common for all participants was that the majority of them, no matter the status they are now, did come from backgrounds where they only had the bare necessities during childhood years (Hodes, 2013). None of the participants disclosed that they came from households of extravagant childhoods where they had the best of toys, electronics, or anything they wanted (Hodes, 2013).
In June, this study was conducted in a neutral location to test the southern states. The
location that was decided on was Atlanta, Georgia. This location is a central location in the
southern states that participated in the study with a diverse group of participants native to the area and of the same age range (Wong, 2017). The shopping center again features outlet stores, big box retailers, high end retailers, featuring similar clothing, jewelry, accessories, and more.
During the interview, the majority of the participants came from middle- or lower-class
households and during the course of their childhood had the bare necessities (Wong, 2017).
There were some individuals who disclosed that they had childhoods that were filled with a
stockpile of toys, the newest clothing styles, and top electronics (Wong, 2017). Over the course of the two-week observation, many of the participants were seen very often at the high-end stores as well as the outlets (Gravier, 2021). The vast majority of the participants who shopped at the high-end retailers purchasing expensive name brand clothing, jewelry, shoes, and accessories were Caucasian (Gravier, 2021). The majority of the participants who shopped at the outlets were also of Caucasian as well as African American decent. However, the majority of all the participants came out of the shopping centers carrying bags with purchases from luxury brand stores (Gravier, 2021).
The third location of the central states of the United States was tested in July. The decided location where this study would take place was Salt Lake City, Utah. The same variables
remained constant. The shopping center was of the same caliber as it was in the previous two locations as well as the group of participants and the age range (Gravier, 2021). This time in the interview, the majority of the participants were of lower income status being that most did hold employment however, their jobs were middle class as well as their families and socio-economic status (Gravier, 2021). The rest of the participants were also Caucasian as well as African American, Latino, and Native American and shopped at the lower- and middle-class stores as well (Bailey, 2018). During their interview, they stated that they came from “poor households and childhoods” while they do have the means to support themselves now, they do not live outside those boundaries (Bailey, 2018). Over the course of those two weeks, less than five of the participants were seen going into the high-end brand stores and none of them ever came out with any shopping bags in their possession (Gravier, 2021).
Lastly, the fourth and final location for the western states study took place in Los Angeles, California in the month of August. The same conditions remained constant in this final study as it did in the previous locations with regards to the shopping center, the duration, and the
pre-study interview. There was a smaller percentage of the number participants of Caucasians, African Americans, Arab, Latino, and Native Americans who partook in the study (Bailey, 2018). During the interview, the participants were split between ones with high paying job, lower paying jobs, fruitful childhoods, and those as a bare essential household (Bailey, 2018).
However, there was no relationship between the ones that had high paying jobs and those having a plentiful childhood (Bailey, 2018). It was observed that the majority of all the participants from all walks of life were shopping in the high-end stores, multiple stores a day, almost daily in those two weeks (Wong, 2017). The majority of all the participants made purchases of mainly clothing as well as random purchases of that consisted of jewelry, shoes, handbags, and other accessories (Wong, 2017). There was a hand full on the participants that did shop only at outlet stores who may have purchased more items in the two-weeks but spent considerably less money than the other participants that shopped at the upscale stores (Wong, 2017). Most of the participants who displayed substantial spending habits also had significant paying jobs and a very privileged childhood. On the other hand, the participants who also had similar childhoods and incomes but were found shopping at the outlets gave the overall explanations of just being more reserved in their spending patterns and preferred style of clothing (Wong, 2017).
The overall results of the study from all four locations show some very prevalent consistencies. The first is that the majority of the participants from all the locations who had middle to upper class paying jobs were the ones that would be seen shopping at high end stores making expensive purchases. On the other hand, the third location for the central states had the most participants attending outlet stores rather than large upper brand retailers. The western states had an overwhelming majority of all their participants no matter income, culture, or childhood background, shopping at high end stores. Socio-economic status did seem to play a role in the types of stores that were shopped at and how frequently they were shopped at. For example, for the participants who had middle to high incomes and held positions of significance, they were seen making purchases at the exclusive stores. On the other hand, participants in all four locations of lower to middle level statuses were seen shopping at outlet stores and big box retailers. However, it is important to note that the participants who shopped at large retailers bought more items at each store and were customers at more stores than the ones that would shop at high end brand stores. Those participants would buy only one or two items at each store.
Through observation, the researchers were able to analyze not only the participants spending behaviors but as well as physical characteristics of the participants based on how they dressed, carried themselves, and interacted with other shoppers and the employees. Unbeknownst to the participants, there was a correlation between spending behaviors and how their childhood’s played out. Culture and geographical location also did have a significant impact in frequent shopping and the quality of the types of purchases made. While there were some minorities such as African Americans and Asians who also frequent the high-end brands, most of which were Caucasians in all four locations. The four major cities that were used for each of these studies were prime locations that attract a diverse population to begin with being that they have stores that appeal to anyone and are home to people of all cultures. With that being said, the findings concluded that culture, ethnicity, background, childhood, and geographical location all play a role in people’s spending habits and abilities.
In conclusion, this ethnographic qualitative study had great results that were informative to the researchers, the participants, and much of the general public. Many of the participants did not consider the possible psychological factor that this could have on them but rather, agreed to the study because they could go about their normal lives since it did not interrupt their day-to-day activities and rather, they were just being observed. The first major positive outcome that this study had on all the participants was that many of them later shared that they had never thought about their spending patterns at all let alone in relationship to how their childhood was (Bailey, 2018). Some added that upon further consideration, they actually have decided to enroll in therapy to address some built up, suppressed, long-term issues that they are now realizing they had from years ago. When considered, participants that spent more than they could really afford and tend to have had an under privileged childhood (Bailey, 2018). This could be due in part to spending habits that we observed in our parents or family members and inherited being that it was our innate to our environment or habits that we have created ourselves for reasons such as “retail therapy” to comfort us from certain life experiences or because you may have grown up with hardly anything and you feel like now you can afford the nicer items, so you splurge and overspend, exceeding your ability to pay creditors (Bailey, 2018). These are all possible psychological reasons why people spend money that cannot be seen on the surface or may not be realized until later in life. In addition, this study was very beneficial to all the locations that this study took place in. It helped to evaluate and analyze the four quadrants of the United States and break down the cultural dynamic that each location has. It can help to prepare and predict for the future as well as consider the past.
It would also be very interesting and beneficial to do this study periodically, perhaps in five year or ten years intervals to see how the population, culture, and spending habits in the
areas have changed. Different circumstances will change the results such as advancing in jobs, losing jobs, moving locations, or even a global pandemic. Since this experiment was conducted in the summer months of 2019, it would be interesting to see how it could have changed in just a year and a half from then. A prediction of how shopping and spending money has already changed is by the growth of online shopping. While major cities still have an abundance of success with in-person shopping, there is a significant amount of people who have shifted their shopping habits to virtual.
-Lauren Stauffer