When we were in college, particularly those of us who came out of the social sciences, we tended to write volumes when given the task of reporting. I recall regularly churning out 50 pages or more every week at times. For better or for worse, many researchers, ethnographers in particular, have come to think of […]
When you drink a light beer, what is that saying about you? What does the decision to drink light beer signify to others? What are the social factors that influence your decision to consume light beer? Is there brand loyalty?