JOHN SHERRY

Contributed Articles

Pathmaking, A Dialogue: Keynote Address

JOHN F. SHERRY, JR. Herrick Professor of Marketing, Mendoza College of Business, and Professor of Anthropology, University of Notre Dame JOHN W. SHERRY Director, User Experience Innovation Lab, Intel Corporation KEYNOTE ADDRESS John F. Sherry, Jr. is Herrick Professor of Marketing at the University of Notre Dame. He has researched, lectured, and consulted around the globe on issues of brand strategy, experiential consumption, and retail atmospherics. He is widely published and a Fellow of the American Anthropological Association and the Society for Applied Anthropology. He is a past President of both the Association for Consumer Research and the Consumer Culture Theory Consortium, and a former Associate Editor of the Journal of Consumer Research. His most recent book is Resurgence: The Four Stages of Market-Focused Reinvention (with Gregory S. Carpenter & Gary F. Gebhardt). Read more about John, his take on the future of ethnography in business, and why he thinks pathmaking is more like bushwhacking for academics and...

ICT4D => ICT4X: Mitigating the Impact of Cognitive Heuristics and Biases in Ethnographic Business Practice

TONY SALVADOR, JOHN W. SHERRY, L. WILTON AGATSTEIN and HSAIN ILAHIANE With more than five billion people, large corporations have expressed non-trivial interest in “emerging markets” as potential future sources of revenue. We in this community of ethnographic praxis, are privileged to move with some ease between corporate board rooms and people’s living rooms around the world. Yet, our messages and meanings that might lead to positive action are hampered by both our own language – that of development – and the ways in which people hear our language through specific cognitive heuristics and biases. In this paper, we specifically unpack the prevalent business interest concerning the “digital divide”. We discuss how that particular framing, i.e., digital, divide, essentializes upwards of 85-90% of the global population as simply poor and living in developing countries limiting business engagement. We argue that these predilections are further magnified by specific cognitive heuristics and biases we all posses but which are...

The Cackle of Communities and the Managed Muteness of Market

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