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fieldnotes - RESEARCH METHOD Visit each store for 20-minute...

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RESEARCH METHOD: Visit each store for 20-minute periods, observing first and then conversing with shoppers Westfield Center in San Francisco 1.American Eagle a. People i. 4 Asian girls ii. 3 out of 4 girls were purchasing cardigans iii. All were wearing jeans. Hollister or Abercrombie hooded sweater, and Converse shoes iv. Mostly shopping alone v. Very little or no jewelry vi. All had very straight, shiny hair vii. Light skin b. Place i. Very well-lit ii. Lots of "woody" décor, hardwood floor, wood on the walls iii. Pictures of models dressed in American Eagle clothes in very provocative poses iv. All of the models in the pictures were white v. Very small-medium sized store c. Feeling i. Felt very calm and attentive to the surroundings and people ii. Nervous about approaching one of the shoppers d. Eva i. 18 year old female shopping by herself ii. Wearing a White Hollister hooded sweater and Converse iii. Light-colored skin and hair in a pony tail iv. When asked why she was buying the cardigan: 1. "I've seen a lot of girls wearing them and I think they look nice.
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