Doing Anthropology in Consumer Research

List of Illustrations 9 Preface: Ethnographic Consumer Research and Anthropological Analysis 13 Acknowledgments 19 Part I Introduction Chapter 1 Anthropologists and Anthropology in Consumer Research 25 Chapter 2 What Does Cultural Analysis Mean? 43 Chapter 3 Framing Cultural Questions: What is Coffee in Benton Harbor or Bangkok? 57 Part II Engaging Approaches The Ordinary Matters: Making Anthropology Audible by Donald D. Stull 83 Apposite Anthropology and the Elasticity of Ethnography by John F. Sherry Jr. 89 Chapter 4 The Social Life of Metaphors: Have We Become Our Computers? 93 Chapter 5 Finding Ourselves in Images: A Semiotic Excursion 111 Chapter 6 Contextualizing Emotion: When Do Boredom, Paranoia, and "Being Strong" Become Emotions? 139 Chapter 7 Diagnosing Conversational Details 173 Part III Engaging Entanglements Entangled by Russell Belk 199 Reflexivity and Visual Media: Entanglements as a Productive Field by Vilma Santiago-Irizarry and Frederic W. Gleach 205 Chapter 8 Anthropology and Consumer Segmentation: The Terrain of Race and Ethnicity 211 Chapter 9 Ethnographic Video in Consumer Research: Fulfilling the Promise? 249 Chapter 10 Photographs, Ethics, and Exoticization in/of Practice 279 Part IV Engaging One Another Chapter 11 Engaging One Another 321 References 329 Index 358 About the Authors 367