Toward a Pedagogy for Consumer Anthropology: Method, Theory, Marketing

Robert J. Morais
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Abstract

This paper focuses on teaching the application of anthropology in business to marketing students. It begins with the premise that consumer marketers have long used ethnography as a component of their qualitative market research toolkit to inform their knowledge about and empathy for consumers. A question for market research educators who include ethnography in their curricula is if and how to teach the richness of anthropologically based approaches, especially given a decoupling of ethnographic method from anthropological theory in much consumer research practice. This discussion might also resonate with anthropology educators who are interested in the ways anthropology is applied in commercial settings. As a demonstration of a teaching mode rather than a research report, this paper describes how a consumer anthropology market research project is used experientially in the classroom to help marketing students learn and appreciate the application of both anthropological method and theory for brand-building. Included is a summary of an ethnographic project on Duncan Hines cake mix and an in-class student exercise during which three conceptual ‘jumping off’ points from anthropological theory were used to generate marketing initiatives.
消费者人类学教学法:方法、理论、行销
本文主要针对市场营销专业学生进行人类学在商业中的应用教学。它始于一个前提,即消费者营销人员长期以来一直将人种学作为其定性市场研究工具包的组成部分,以告知他们对消费者的了解和同情。对于将民族志纳入其课程的市场研究教育者来说,一个问题是是否以及如何教授丰富的基于人类学的方法,特别是在许多消费者研究实践中民族志方法与人类学理论脱钩的情况下。这种讨论也可能引起对人类学在商业环境中的应用方式感兴趣的人类学教育者的共鸣。作为一种教学模式的演示,而不是一份研究报告,本文描述了如何在课堂上体验地使用消费者人类学市场研究项目,以帮助市场营销学生学习和欣赏人类学方法和理论在品牌建设中的应用。其中包括一个关于邓肯·海恩斯蛋糕混合物的人种学项目的总结,以及一个课堂上的学生练习,在这个练习中,人类学理论中的三个概念“跳跃”点被用来产生营销倡议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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