Maryann  McCabe Author of Evaluating Organization Development

Maryann McCabe

Senior Lecturer
University of Rochester

Maryann McCabe is Founder and Principal of Cultural Connections LLC and Senior Lecturer, University of Rochester, Department of Anthropology. Her career focuses on working with clients to understand consumer behavior and teaching students to do consumer research in anthropology. Active in the Society for Applied Anthropology, she chairs the Topical Interest Group on Business Anthropology.


For the past 15+ years, Maryann McCabe has maintained a consumer research consultancy, Cultural Connections LLC, and taught at the University of Rochester, Department of Anthropology. As a consultant, she has worked with companies and advertising agencies in the U.S., Japan and Europe. Her experience covers a spectrum of categories including automobiles, banking, beauty, food, health care, pharmaceuticals and technology. At the University of Rochester, she has taught courses on market research, entrepreneurship and sustainability. She also works with students pursuing entrepreneurial endeavors through the Kauffman Entrepreneurial Year Program at the university.

In the 2016 volume, Collaborative Ethnography in Business Environments, Maryann McCabe brings together fellow ethnographers to explore intricacies of working at the intersection of anthropology and business where interactions among people involve different frames of knowledge, relations of power and emotional entanglements. She has authored numerous articles on consumer behavior published in peer-reviewed academic journals and books.


    Ph..D., Anthropology, New York University

Areas of Research / Professional Expertise

    Author of articles on consumer behavior published in peer-reviewed journals and books:

    2016  Women’s Bodies, menstruation and marketing “protection”: Interpreting a paradox of gendered discourses in consumer practices and advertising campaigns.  Consumption, Markets & Culture 19(6): 555-575.

    2015  Fine chocolate, resistance, and political morality in the marketplace.  Journal of Business Anthropology 4(1): 54-81.

    2014  Configuring family, kinship and natural cosmology: Configuring family, kinship and natural cosmology: Branding pet food.  In Handbook of Anthropology in Business, ed. Patricia L. Sunderland and Rita M. Denny, 410-428. Walnut Creek, CA: Left Coast Press.

    2013  Creativity and cooking: Motherhood, agency and social change in everyday life.  Journal of Consumer Culture 15:48-65.

    2012  Vitamin practices and ideologies of health and the body.  International Journal of Business Anthropology 3(1): 39-61.

    2010  Brands, interactivity and contested fields: exploring production and consumption in Cadillac and Infiniti automobile advertising campaigns".  Human Organization 69(3): 353-262.

Personal Interests

    Food security advocacy, playing sports, gardening, listening to music.


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 Featured Title - Collaborative Ethnography in Business Environments - 1st Edition book cover