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AN ANTHROPOLOGICAL APPROACH
This book discusses and studies anthropological
approach on consumer behavior by three main authors:
Dr. Z. S. Demirdjian, Dr. Turan Senguder and Dr. Robert
The book is divided into four main parts. Part I deals
with the evolutionary changes in the consumer behavior
field since its humble beginnings in the 1960s. Part II
provides a cross-cultural understanding of the nature of
consumer behavior from the anthropological approach.
Part III demonstrates how members of subcultures differ
from mainstream consumers in terms of their preferences
for products and services. Part IV presents a collection
of anthropological case studies in the food service
industry. These articles, therefore, run the gamut from
theory to practice of consumer behavior.
Although several textbooks have been written based on
anthropological approaches, this is the first readings
book of its kind because the entire content focuses on
the anthropological approach to study, teaching, and
researching consumer behavior. It is hoped that this
volume will fill an important gap in consumer behavior
Dr. Z. S. Demirdjian: Professor of business administration
at the University of California.
Dr. Turan Senguder: Executive Chair of the Journal of
American Academy of Business, Cambridge.
Dr. Robert G. Tian: Professor of business administration
at Medaille College.。
（PERSPECTIVES IN CONSUMER BEHAVIOR, Fellows Press of America，November, 2007）