Doing Anthropology in Consumer Research

Abstract

PrefacePart One: Introduction 1. Anthropologists and Anthropology in Consumer Research2. What Does 'Doing Cultural Analysis' Mean?3. Framing Cultural Questions: What is Coffee in Benton Harbor or Bangkok?Part Two: Engaging Approaches Forword: The Ordinary Matters: Making Anthropology AudibleDonald StullForeword: Apposite Anthropology and the Elasticity of EthnographyJohn F. Sherry, Jr. The Social Life of Metaphors: Have we become our Computers?5. Finding Ourselves in Images: A Semiotic Excursion6. Contextualizing Emotion: When Did Boredom, Paranoai and Being Strong Become Emotions?7. Diagnosing Conversational DetailsPart Three: Engaging EntanglementsForeword: Entangled by Russell BelkForeword: Reflexivity and Visual Media: Entanglements as a Productive Fieldby Vilma Santiago-Irizarry and Fred Gleach8. Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity9. Ethnographic Videao in Consumer Research: Fulfilling the Promise? 10. Photographs, Ethics, and Exoticization in/of PracticePart Four: Engaging One Another 11. Concluding Remarks

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