ABSTRACT
This chapter focuses on the cry for more theory in applied anthropological work. It explores some of the dynamics underpinning the persistence of the oppositional dichotomy between theory and practice. Theoretical issues permeate not only decisions to study whatever it is, but also every move we make in the field. The chapter focuses on client's product categories: how these products were semiotically constructed in delis and in grocery, and how these products were shopped and consumed. If anthropologists in academic settings have traditionally decried the lack of theory in applied work, among anthropologists in industry there is also a persistent plaint for more theory or theorizing. If theory is part of the work that needs doing in consumer research, academic exposition and the celebration of theory for theory's sake are not. At le.
