Applied Anthropology

Question 1

Adidas

Answer 1

• 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.

Question 2

Punjabi Contraceptives

Answer 2

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

Question 3

Outside Goats

Carolyn Lesorogol

Answer 3

• produce more caloric milk from goats

- people are able to provide more for their families

Question 4

Food to school

Jennifer Jo Thompson

Answer 4

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