Doing anthropology in consumer research

Part I. Introduction

Anthropologists and anthropology in consumer research

What does cultural analysis mean?

Framing cultural questions: what is coffee in Benton Harbor or Bangkok?

Part II. Engaging approaches

The ordinary matters: making anthropology audible / Donald D. Stull

Apposite anthropology and the elasticity of ethnography / John F. Sherry, Jr.

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

Part III. Engaging entanglements

Entagled / Russell Belk

Reflexivity and visual media: entanglements as a productive field / Vilma Santiago-Irizarry and Frederic W. Gleach

Anthropology and consumer sementation: the terrain of race and ethnicity

Ethnographic video in consumer research: fulfilling the promise?

Photographs, ethics, and exoticization in/of practice

Part IV. Engaging one another.