Fifty shades of Braille: motivations, challenges and cultural significance in visual impairment

IF 2.7 Q2 BUSINESS
Anthony Beudaert
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引用次数: 0

Abstract

Purpose

This study aims to examine Braille usage among consumers with visual impairments, investigating motivations and addressing inherent challenges.

Design/methodology/approach

Drawing insights from 16 semistructured interviews with individuals experiencing blindness, this study reveals nuanced aspects of Braille utilization.

Findings

Three key motivations for Braille usage are identified: as a coping mechanism for functional needs and to combat stigma; as an embodied experience contributing to pleasure; and as a heritage embodying a culture of visual impairment. Obstacles include cultural and financial barriers to learning, incomplete retail transcriptions limiting practicality and spatial congestion issues.

Originality/value

This study underscores Braille’s dual function as both coping mechanism and cultural heritage. By highlighting obstacles, it sheds light on challenges faced by consumers with visual impairments, facilitating advocacy and promoting inclusive retail practices. Originality lies in recognizing diverse motivations and experiences among Braille users, offering insights for enhancing tactile engagement in the marketplace.

盲文的五十道阴影:视障的动机、挑战和文化意义
本研究通过对 16 位盲人进行半结构式访谈,揭示了盲文使用的细微差别。研究结果本研究确定了盲文使用的三个主要动机:盲文是满足功能需求和消除耻辱感的一种应对机制;盲文是一种有助于愉悦身心的体现性体验;盲文是一种体现视障文化的遗产。障碍包括学习的文化和经济障碍、不完整的零售转录限制了实用性以及空间拥挤问题。通过强调障碍,它揭示了视力障碍消费者所面临的挑战,有助于宣传和促进包容性零售实践。其独创性在于认识到盲文使用者的不同动机和体验,为加强市场中的触觉参与提供了启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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