Japanese Consumer Behaviour: From Worker Bees to Wary Shoppers : An Anthropologist Reads Research by the Hakuhodo Institute of Life and Living

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University of Hawaii Press, 2000 - Business & Economics - 278 pages
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What role does consumption play in Japanese lives? In this study of consumer behaviour, an anthropologist explores Japan through the eyes of Japanese researchers and discovers patterns of change that are both uniquely Japanese and shared by consumers in other advanced industrial nations.
 

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Contents

Material Conditions
14
Emotional Responses
30
That Typical Japanese The Baby Boomer Salaryman
51
Women Spread Their Wings
91
Ideal Couples and Other Choices
133
Whats Happening to the Children?
155
Growing Old in an Aging Japan
187
Real Places Imaginary Spaces
217
Putting Japan in Perspective
244
References
269
Index
273
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Page 24 - The Japanese economic strategy is comparable to the American pursuit of a military strategy; and many norms of Japanese economic life — long hours, service to the group, wearing uniforms, equitable pay, and long-term goals — are perfectly familiar to the American...

About the author (2000)

NcCreery is lecturer in the Graduate Program in Comparative Culture at Sophia University of Tokyo.

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