It wasn__ that she necessarily wanted to __ocialize_ at the bonfire, but she wanted to broadcast to the general population that her antisocial behavior was a personal choice not a sentence to social leprosy.
Yes, it is true that one generally needs to speak to the members of the key audience for a product or service. But as we are not trying to plumb an individual psyche for psychological motivation, but are rather trying to elucidate the relevant symbolic cultural meanings and practices, information garnered from those who do not like something is also relevant to understanding the cultural picture. In fact, contestation between points of view and meanings is a crucial aspect of the social dynamic. These nodal points of disagreement and different points of view can be precisely the most intriguing domains of cultural movement and thus new opportunities.
Doing Anthropology in Consumer Research
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Yes, it is true that one generally needs to speak to the members of the key audience for a product or service. But as we are not trying to plumb an individual psyche for psychological motivation, but are rather trying to elucidate the relevant symbolic cultural meanings and practices, information garnered from those who do not like something is also relevant to understanding the cultural picture. In fact, contestation between points of view and meanings is a crucial aspect of the social dynamic. These nodal points of disagreement and different points of view can be precisely the most intriguing domains of cultural movement and thus new opportunities.
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