Doing Anthropology in Consumer Research offers a critical exploration into the theory and practice of ethnographic inquiry within consumer settings. Authors Patricia L. Sunderland and Rita M. Denny detail how the surge in corporate applications of ethnography, while opening new avenues for qualitative research, often risks oversimplifying the deep cultural insights that the discipline is meant to reveal. Drawing upon decades of their diverse research - ranging from the intricacies of coffee culture in Bangkok to studies of everyday life in New Zealand - the authors advocate for a return to the methodologically rigorous and culturally nuanced roots of anthropology. They demonstrate how tools such as focus groups, rapid appraisal techniques, semiotic analysis, and visual ethnography can be effectively employed in a contemporary consumer context. Enhanced by insightful forewords from leading figures in consumer research, this engaging work challenges both academic and applied perspectives, making it an invaluable resource for professionals, scholars, and students navigating the evolving intersection of culture and consumer behavior.
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