Doing Anthropology in Consumer Research

Name: Doing Anthropology in Consumer Research
Availability: InStock
ISBN: 9781598740912

ISBN-10: 1598740911

ISBN-13: 9781598740912

Edition: 2007

Authors: Rita M. Denny, Patricia L. Sunderland, Russell Belk, Frederic W. Gleach, Vilma Santiago-Irizarry

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Description:

Studying Culture in Consumer Research is an essential new guide to the theory and practice of conducting ethnographic research in corporate 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…

Book details

List price: $32.95
Copyright year: 2007
Publisher: Left Coast Press, Incorporated
Publication date: 9/15/2009
Binding: Paperback
Pages: 368
Size: 6.00" wide x 8.75" long x 1.00" tall
Weight: 1.298
Language: English



List of Illustrations


Preface: Ethnographic Consumer Research and Anthropological Analysis


Acknowledgments



Introduction



Anthropologists and Anthropology in Consumer Research



What Does Cultural Analysis Mean?



Framing Cultural Questions: What is Coffee in Benton Harbor or Bangkok?



Engaging Approaches


The Ordinary Matters: Making Anthropology Audible



Apposite Anthropology and the Elasticity of Ethnography




The Social Life of Metaphors: Have We Become Our Computers?



Finding Ourselves in Images: A Semiotic Excursion



Contextualizing Emotion: When Do Boredom, Paranoia, and "Being Strong" Become Emotions?



Diagnosing Conversational Details



Engaging Entanglements


Entangled



Reflexivity and Visual Media: Entanglements as a Productive Field




Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity



Ethnographic Video in Consumer Research: Fulfilling the Promise?



Photographs, Ethics, and Exoticization in/of Practice



Engaging One Another



Engaging One Another


References


Index


About the Authors