Intepreting Consumer Mythology: A Structural Approach to Consumer Behavior
将消费者深度访谈与童话、小说等故事并列，运用列维-斯特劳斯的神话结构分析法，解读食物消费中的年龄、性别和社会地位维度。
Consumer behavior depth interviews are grouped with other kinds of story telling—fairy tales, novels, psychological test responses, and myths—as imaginative statements that can be qualitatively interpreted for their functional and symbolic content. Drawing upon the Claude Lévi-Strauss approach to the analysis of myths, a structuralist interpretation illustrates application to the age, sex, and social status dimensions of food consumption.