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 segmentation: 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.