Customer Reviews

Japanese Consumer Behaviour: From Worker Bees to Wary Shoppers (Consumasian)

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Japanese Consumer Behavior is a challenging book. There are multiple frames of reference: an analytical outsider, analyzing insiders analyzing their own culture, and changing trends within that culture. And that is just the approach. Then there is the data, relatively rapid changes across generations within a culture in response to major post-World War II, economic, gender-role, urbanizing, and, well, other real big changes. In essence there is a real fine grained analysis coupled with an analysis of the larger trends. And then there is the weird sense of dislocation, of finding "sneaker middles" in Japan bearing an almost but not quite resemblence to "yuppies" and trying to put a finger on what that "almost" but "not quite" is. The traditional anthropological road map one acquires does not apply very well to this book, hence it is an active reader book. If anyone is interested in what anthropology is going to be like in the future this is a good place to start.

The expertise gained from years of experience in Japanese advertising is supplemented with interviews and translations from Hakuhodo's think-tank newsletter on consumer mindsets. Highly recommended.

McCreery is an anthropologist who has spent years working in the Japanese advertising industry -- not working in the sense of anthropological field work, but actually earning a living in the Japanese advertising industry. His book draws both on his insights into the industry and its products from this perspective, and his anthropological training. It is a data-rich book that ingeneously makes use of advertising or marketing research to create portraits of what advertisers think about different generations or sub-sets of Japanese consumers. It is a fascinating mosaic of materials and in many ways an experimental ethnography. Highly recommended.

You, as well as I, or lot of people more have heard stereotypes of Japan and its people, for sure. Maybe you use such stereotypes when talking about any topic on Japan. However, there are very good explanations for them, and I recommend you this book to know such basics.

In the first half, you'll read about Japan's history and the evolution of its society. In the second, you'll use those arguments to understand the behaviour of the groups of Japanese identified through the book.

The book set clearly two distinctions:
1. Talk about groups of Japanese, not "the Japanese," that is, don't use stereotypes.
2. Consider the time. Any argument is valid only in a certain period of time.

On that second point, the book was edited in 2001. It has arguments for 2005 or so. After that, you should look for new arguments.