The world of difference

Anthropologists look at the different strokes that drive different folk.

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29th January, 2011

Psychology

Advertising and marketing throws up some puzzles. For instance, how to explain why so many American buyers of right-on green Smart cars also own gas-guzzling pick-up trucks? This is the sort of conundrum that anthropologists Patricia Sunderland and Rita Denny, of global marketing research firm Practica, aim to unravel. They've undertaken several projects in New Zealand, including Draft FCB's recent project on New Zealanders' ambitions, and their work in numerous countries has probed everything from floor cleaners and front lawns to art gallery patronage. The notion of anthropologists ...

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