Japanese Consumer Behaviour: From Worker Bees to Wary Shoppers (ConsumAsian Series) - Softcover

What role does consumption play in Japanese lives that are more than study, work and shopping? How have those lives changed since World War II as Japan has wrestled with the meaning of white-collar careers, increasing independence for women, changing family values, a shrinking birth rate, and an ageing population? Japan's first think tank devoted to the study of consumer behaviour was created to answer these questions. In this text, an anthropologist reads its research, exploring Japan through the eyes of Japanese researchers and discovering patterns of change that are both uniquely Japanese and shared by consumers in other advanced industrial nations.