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Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Preface Part One: Introduction 1. Anthropologists and Anthropology in Consumer Research 2. 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 Audible Donald Stull Foreword: Apposite Anthropology and the Elasticity of Ethnography John F. Sherry, Jr. The Social Life of Metaphors: Have we become our Computers? 5. Finding Ourselves in Images: A Semiotic Excursion 6. Contextualizing Emotion: When Did Boredom, Paranoai and ''Being Strong'' Become Emotions? 7. Diagnosing Conversational Details Part Three: Engaging Entanglements Foreword: Entangled by Russell Belk Foreword: Reflexivity and Visual Media: Entanglements as a Productive Field by Vilma Santiago-Irizarry and Fred Gleach 8. Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity 9. Ethnographic Videao in Consumer Research: Fulfilling the Promise? 10. Photographs, Ethics, and Exoticization in/of Practice Part Four: Engaging One Another 11. Concluding Remarks. Bookseller Inventory #

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Synopsis: Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors’ own eclectic research―from coffee in Bangkok and boredom in New Zealand to computing in the United States―using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.

From the Inside Flap: An essential new guide to the theory and practice of conducting ethnographic research in consumer environments, drawing on decades of the authorsa own researchafrom coffee in Bangkok and boredom in New Zealand to computing in the United Statesausing methodologies from focus groups and rapid appraisal to semiotics and visual ethnography.

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Patricia L. Sunderland, Rita M. Denny
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Denny, Rita M, Sunderland, Patricia L
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