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Cultural Anthropology II > Applied Anthropology > Flashcards

Flashcards in Applied Anthropology Deck (4)
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1
Q

Adidas

A
  • ten years ago Adidas had an assumption that people were buying their products “to gain a competitive edge”
  • But then they began to see that people were wearing their products for other activities like yoga, jogging with kids, and just hanging out.
  • hired anthropologist to do ethnographic research about why people buy their products. -
  • The study came back to say that people purchase what they did in order to pursue health.
  • This data changed what Adidas did, and the way that they marketed to people.
2
Q

Punjabi Contraceptives

A

Mamdani (1970s)
NW India
-people thought contraceptives beneficial but didn’t use them
-villagers though children were economically beneficial
-government wanted to lower population

  • another study: Moni Nag and Naeraj Kak
  • 1/2 of couples were using birth control
  • matter of economics
  • didn’t need as many workers
  • smaller families = economically beneficial
3
Q

Outside Goats

Carolyn Lesorogol

A
  • produce more caloric milk from goats

- people are able to provide more for their families

4
Q

Food to school

Jennifer Jo Thompson

A
  • local food unsafe
  • nutrition directors risk/fear
  • education made them more fearful