Small Data Page 28
Amazon, 44, 72, 142
American Express, 162, 210–11
Anderson, Chris, 59
Ansell, 211–12
anthropology, 11. See also ethnography; Subtext Research
Apple, 49, 59, 96, 112, 138, 172–4, 178, 180, 203
Arons, Marc de Swaan, 13
aspiration, 4, 29, 34, 60, 81, 131–7, 180, 196
and Brazil, 122, 126–35, 140–1, 144–5
and fashion, 128–9, 150–2, 155–6, 158
Australia, 15, 75, 104–5, 107–8, 115, 131, 142, 176, 180–1
Austria, 142, 151, 154, 156, 158, 168
automobiles
BMW Mini Cooper, ix, 199
Chevrolet, 138
and China, 172, 179–80, 199–205
and Germany, 173, 200–202
and identity, 180
and Saudi Arabia, 35
self-driving cars, 216
and the United States, 61, 63, 200–202
beauty, 29, 77, 80, 100, 145, 177. See also cosmetics; fashion
bicycling, 105, 171–2, 214
big data, vii-viii, 2–3, 12–14, 73, 160, 212–16
Boas, Franz, 11
brands and building, 1–2, 4, 14, 67, 112, 173
and aspiration, 131–7
brand ambassadors, 108, 115, 145, 191
brand loyalty, 107, 113, 163, 213
country branding, 57, 60, 175–7
definition of brand, 211
and desire, 9–11
destinations, 173–7
fear of losing branded identities, 210–11
globalization of, 147–8
and Kulturbrille (culture glasses), 11
and religion, 138–9
and Somatic Marker Hypothesis, 65–6
See also specific brands; Subtext Research
Brasil Kirin, 121–3, 138. See also Devassa
Brazil, 9, 56, 76, 95–6, 122–45
aspiration, 122, 126–35, 140–1, 144–5
color, 140–1
Carioca, 130–1, 141, 145
community, 139–42
favela, 5, 80, 121, 140, 222
fear halo, 121–2
national identity, 124–5
Rio de Janeiro, 80, 122–3, 126, 130–1, 137, 141, 143–5
Salvador, 121, 137, 138, 140
São Paulo, 80, 128, 137, 138, 144
socioeconomic class, 123–8
See also Devassa
“Breaking the Frame,” 192–4
Britain. See Great Britain
cars. See automobiles
Carson, Shelley H., 105
celebrity, 128, 130, 167
cereal packings, 76, 84, 86, 92–6
Chicken Kitchen, 67–70. See also Lowes Foods
childhood illness, 6–8
China, 171–3
apartment buildings, 182, 185
art museums, 185–6
automobile industry, 172, 179–80, 199–205
bedding, 184–5
Beijing, 77, 179, 181–2, 186–7
bicycles, 171–2
doors, 200, 202–5
health and hygiene habits, 182–5, 186
“Made in China,” 172, 178, 180, 199, 204–5
media, 59–60
pollution, 172, 178–80
Quingming Jie (Tomb-Sweeping Festival), 186–8
rational thinking, 172–3
sensuality, 184–5
Shanghai, 178–9, 182–3
shopping behaviors, 181
somatic markers, 177–8
speed, 184, 186–7
transformation, 187–90, 200, 203–4
Christakis, Nicholas, 98
Christian Louboutin, 115
Climate, 216–17
clothing
Aeronautica Militare, 134–7, 209
and aspiration, 128–9, 150–2, 155–6, 158
and “Breaking the Frame,” 193–4
and China, 133
and imbalance, 19
and India, 81, 85, 89
manufacture of, 149–50
and ritual, 151, 193
and Russia, 27, 87
and Saudi Arabia, 35–6, 39, 98–9
shoes, 158–9
shopping behaviors, 155–7, 164, 166–7
“What Color Is This Dress?” photo, 207–8, 219
See also fashion; Tally Weijl
Colombia, 52, 61, 124, 212
Medellín, 51, 119–20, 177
color
and Brazil, 140–1
and India, 78, 81–6, 88–96
and Russia, 22–4, 26, 29–34
“What Color Is This Dress?” photo, 207–8, 219
community and belonging
and Brazil, 139–42
and local observers, 219–20
online community, 45, 164
and religion, 138–40
and Russia, 25, 43
and shopping, 163–4
sociability, 163–4
social exclusion, 110–11
and technology, 139, 164
tribes, 56, 97, 115, 135, 137, 140, 145, 161, 165
and Trollbeads, 110, 218, 222, 225
and the United States, 61–5, 67–9, 71–2, 222
cosmetics, 22, 29, 31, 100, 150, 155, 159
Craig, Jenny and Sidney, 107. See also Jenny Craig
creativity, 2, 32, 41, 59, 76, 193, 225
Cristiano di Thiene, 134. See also Aeronautica Militare
culture, 4, 6, 9–11, 14–17, 30–2
and animal displays, 68–9
and body weight, 95, 98–9
and connection, 25, 141–2, 222
and conversation, 128–9
cultural change, 11, 19
cultural observers, 219–20
and desire, 16–17, 225
and display of national flags, 20
and emotion, 181, 199, 224
gay influence on, 165–6
and gender, 31–5
high-contact, 141–2
and imbalance/exaggeration, 10, 19–20, 29–30, 218
Kulturbrille (culture glasses), 11
and political correctness, 52, 54, 56
and skimming, 75
water-facing, 131
See also individual nations; clothing; food; homes
cuteness, 191, 194, 195, 198–9, 204
Damasio, Antonio, 65–6
Denmark, 6–7, 17, 21
Andersen Bakery, 75
conversation kitchens, 21, 221
emotional gaps, 223
homogeneity of, 56
Royal Copenhagen china, 209–10
stress, 21, 221
walking habits, 12
desire, 4, 6, 29, 38, 49–50, 94, 123, 130–1, 171
and anticipation, 17–18, 67, 108–9, 185, 202, 203
for belonging, 140
and children, 39, 46, 111, 201
and compensation, 225
and cultural versus national needs, 19–20
as elusive, 10–11
and fashion, 150, 161
and imbalance, 9–10, 19–20, 218
and instant gratification, 2–3, 17–18, 203
for liberation, 73
and refrigerator magnets, 33–4
tactile, 94, 164
and Twin Self, 204
Devassa, 122, 126–7, 129, 134, 137, 140–5
and aspiration, 144–5
an
d ritual, 142–3
and transformation, 143–4
diets, weight-loss, 107–17, 134
Digital Natives, x, 2
Disney, 106, 112, 166
Disneyland, 61, 62
Euro Disney, 188–9
Hong Kong Disneyland, 133
doors, 26, 28, 53, 111, 122, 200, 202–5. See also refrigerator door magnets
dopamine, 108, 130
dressing rooms, 156, 167–8, 226
Driest, Frank van den, 13
Dubai, 10–11, 174–7
Durov, Pavel, 44
eastern Europe, 87, 155. See also Russia
e-commerce, 12, 44–6, 48, 62, 72, 163–4
embodied cognition, 150–1, 189
emojis, 22, 33
empathy, 14
enclothed cognition, 150–1
England. See Great Britain
escape, 10–11, 42, 113, 143, 156, 219
and alcohol, 33–4, 42, 127
and refrigerator magnets, 33, 36, 42–3
and Russia, 33–4, 41–2, 63
and Saudi Arabia, 36, 40, 41, 43
and technology, 188
and transcendence, 34, 145
and transformation, 34, 116, 127, 143–5, 150–1, 158, 187–90, 200, 203–4
and the United States, 63–4
See also Oasis
ethnography, 2, 11, 145, 227. See also Subtext Research
Euro Disney, 188–9
eyeglasses, 81, 93, 130
Facebook, 18, 88, 130, 152, 154, 157, 162, 220, 221, 215. See also social media
fashion
and adolescent girls, 148–68
and aspiration, 150
and Brazil, 126–7, 131
and desire, 150
gay influence on, 165–6
and Italy, 133–4
and Japan, 11–12
and Russia, 24, 30–5
and transformation, 150
See also clothing; jewelry; shopping; Tally Weijl
Fashion Week, 148–9
fast food, 65, 147
McDonald’s, 30, 54, 98, 102–7, 170, 203
fear, 37–40, 53, 56–7, 63
fear halo, 120–1
of losing branded identities, 210–11
film, 21, 26, 69
Back to the Future, 67–8, 83
Blue Scripts and Green Scripts, 112
Bollywood, 83
and country branding, 177
Crocodile Dundee, 176
Fellowship of the Ring, 177
Godfather, 66, 204
Karate Kid, 177
Lego Movie, 3
movie theaters, 113–14, 186
Star Wars, ix, 2, 198
Super Size Me (documentary), 102
and Twin Self, 204
flags, national, 20, 134, 192
food
cereal packaging, 76, 84, 86, 92–6
hummus, 99, 144–5
kitchens, 11–12, 16–18, 21–3, 33, 84–5, 88, 100–101, 129, 221
restaurant dining, 18–19, 56, 58, 75, 103
shadow lines in supermarkets, 94
spices, 16, 84–6, 88–9, 92
tea, 83, 84, 88
See also fast food; Lowes Foods
Fox, James Alan, 58–9
Foxconn, 178
France, 75
Eiffel Tower, 36, 38, 182
Euro Disney, 188–9
food, 30, 102–3
Paris, 62, 103, 133–4, 148–9, 164, 173–4, 185–6, 188–9, 195
Frazier, Ian, 23
friendship, 21, 25, 97–8, 126–7, 157
gender roles and differences
adolescent identity, 157
bedrooms, 152, 153
and Russia, 27, 29–34, 42–6
and Saudi Arabia, 35–6, 40, 99
Germany, 2–3, 102, 149, 151, 154, 158, 173, 200–202
Google, 12–13, 96, 131–2, 216
Gorbachev, Mikhail, 27
Great Britain, 22, 77, 91, 155, 212
London, 11, 36, 173–4, 182
See also United Kingdom
grocery retailers. See Lowes Foods
H&M, 148, 155
Haas, Robert, 38
Haller, Julia, 208
hand cream, 159
hand strength, 17
happiness, 59, 169–71
Harrison, George, 200
health and hygiene, 159
and rituals of transformation, 151
shampoo, 160, 161
toothbrushes and tooth brushing, 9, 31, 37, 39, 182–3, 186
See also beauty
Heineken, 126, 127, 157
Hitchcock, Alfred, 112
homes
artwork, 16, 26–7, 32, 37–8, 86, 151–3
bedrooms, 27, 31, 39–40, 82, 86, 88, 111, 132, 151–8, 160–1, 184, 222
curtains, 36–7, 39, 53, 227
garbage, 9, 101, 219
in India, 82–9
kitchens, 11–12, 16–18, 21–3, 33, 84–5, 88, 100–101, 129, 221
mirrors, 30–1, 44, 86, 90, 153
refrigerator contents, 100–101
refrigerator magnets, 32–4, 36, 38, 42–4, 62, 82, 218
in Russia, 26–34
in Saudi Arabia, 36–40
in the United States, 60–3
Hong Kong Jockey Club, 131–4, 134, 143
identity, 74, 88, 111
and automobiles, 180
and bedrooms, 152–3
and brands, 115, 195, 209–11
“Breaking the Frame,” 192–5, 198
and clothing, 41, 161, 209
as a construct, 191
and escape, 34, 113
multiple social identities, 226–7
and music, 213–14
national, 124–5, 177
and small data, 8–9, 14, 16
and sports, 214–15
Twin Self, 190–1, 194, 200, 204, 209, 222
and walls, 37
Iger, Robert, 112, 166
imbalance
and adolescent girls, 154–5
and children, 201–2
and China, 187
and desire, 9–10, 19–20, 218
and emojis, 22
and France, 103
and rebellion, 29–30
and Russia, 29–30, 44
and technology, 60
and Trollbeads, 111
India, 75–6
advertising rules, 96
Bollywood, 83
cereal packaging, 76, 84, 86, 92–6
color, 78, 81–6, 88–96
Hinduism, 76, 77, 80
homes, 82–9
mothers-in-law and daughters-in-law, 5, 76, 78–90, 93–4
Mumbai, 76–8, 80, 83, 85, 98, 92
mummyji (honored mother), 79–81, 92–3
New Delhi, 76, 77, 79, 80, 89, 92
population, 76, 78
poverty, 76–7
saas-bahu (Hindi-language soap operas), 79–80, 82
shantytowns, 80
spices, 84–6, 88–9, 92
tea, 83, 84, 88
infants, 79, 85, 95–6, 178–80
Information Era, 2, 14, 139, 163–4, 174, 204
Internet
and China, 171
and concept of “local,” 162
and happiness, 57–9, 170
online shopping, 12, 44–6, 48, 62, 72, 163–4
and Tally Weijl 2.0, 167–8
and the United States, 57–9, 63
See also social media; technology
iRobot, 190–1, 194–5, 197–9. See also Roomba
Italy, 29, 50, 58, 71, 133–7, 140–1, 145, 182, 189
Jack Morton Worldwide, 138
Jackson, Peter, 177
Japan, 75, 122, 179, 184, 189
“Breaking the Frame,” 192–3
business card exchange, 70
commuter train doors, 202
cuteness, 194, 199
fast food, 98
household gender roles, 11–12
“Paris Syndrome,” 133–4
population density, 188
sexuality, 30
timeliness, 15
walking habits, 115, 186
wireless market, 148
Jenny Craig, 107–17, 134
jewelry, 8, 109–10, 130. See also Trollbeads
Jobs, Steve, 59, 112, 166
Katz, David, 98
Kirin, 121–3, 138
Knausgaard, Karl Ove, 48
Knudstorp, Jørgen Vig, 1
Langer, Ellen, 90–1
LEGO, x, xi, 1–3, 7, 39, 201, 209, 225–6
and social currency (Adidas inspiration), 2–3, 213–14, 222, 227
Lifebuoy, 81–2
LiveStrong bracelets, 130
Lowe, Tim, 50
Lowes Foods, 47–50, 60, 62–73, 83, 113, 116, 130, 190, 218, 222, 224–6, 232–3
and Back to the Future inspiration, 67–8
Beer Den, 72
Chicken Kitchen, 67–70
Permission Zones, 65, 67
Pick and Prep (produce section), 71–2
rectangular design, 66–7
SausageWorks, 68, 73
Marketing2020 (marketing leadership study), 13
McDonald’s, 30, 54, 98, 102–7, 170, 203
McNeill, Caitlin, 207
Mexico, 95–5, 98–9
Middle East, 6, 9, 99, 113–14. See also Dubai; Saudi Arabia
Millward Brown Vermeer, 13
mothers-in-law and daughters-in-law, 5, 76, 78–90, 93–4
movies. See film
music, 38, 142, 148, 152, 154, 200, 214–15, 222
Navalny, Alexey, 44
Nescafé, 129
Nestlé, 217
Netflix, 196, 222
New Zealand, 137, 177
Novosibirsk, Serbia, 26, 43, 61
Oasis, 33–4, 42–3, 64. See also escape
obesity, 98–100, 102
Pepsi, 195–7, 208–9
Peru, 52, 169
phone bills, 160–1. See also smartphones
Pixie Dust, 189–90
play and playgrounds, 34, 38–40, 44, 200–202
Poland, 151, 154, 156, 202
Putin, Vladimir, 23, 41, 43, 44, 217
Quingming Jie, 186–8
refrigerator door magnets, 32–4, 36, 38, 42–4, 62, 82, 218