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PERSPECTIVES IN CONSUMER BEHAVIOR
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 G. Tian.

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 literature.

About authors: 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)
 
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