e East India Company, 22­23, 28­29 ebooks, 128 ecommerce, 182­185 Edison, Thomas, 212 educational initiatives, 11 eighteenth century, 30­39 Eisenhower, Dwight, 98 electricity, 189 electronics, 212­219 elitism, 122­123 Elizabethan era, 20­29 Elizabeth I, 20, 21, 22, 23 email, 126 emerging markets, 148­163 emotional motivations, 97 energy drinks, 159­163, 205 England eighteenth-century, 30­39 Elizabethan, 20­29 ENIAC, 214 ethnographic research, 35­36 Etter, Rebecca, 88 Evian, 208­209 expectations, 202 experiences, creating, 254­255, 295 extreme sports, 162 fertility goddess, 17 fictional characters, 97 Final Frontier Air, 175 flea markets, 185 Food and Drug Act, 196 food production technology, 94 foods convenience, 94, 97 frozen, 97 packaged, 67­68, 254­259 Ford, Henry, 168 Ford Focus, 174 Ford Motor, 166, 168 Ford Mustang, 168 Formosa, Dan, 246­249 Four Loco, 205 franchises, 100 fraudulent goods, 42 free-market economies, 11 Frigidaire, 189 frozen meals, 97 Fung Wah, 166 goods bulk, 43 consumer, 151 cross-cultural, 151 fraudulent, 42 local, 185 luxury, 23­24, 27, 33 manufactured, 20 mass-produced, 20, 42, 43, 65, 82, 98 packaged, 43, 64, 67­68 Google, 116, 129, 155, 158 Great American Tea Company, 181 Great Atlantic & Pacific Tea Company, 181 greed, 122 Green, Adolphus, 67­68 Green Giant, 63 grocery stores, 181 Gurevich, Maxine, 88 H g Gaessner, Timo, 276 Gamble, Harley, 45 Gamble, James, 45 Hahn, Carl, 105 hair color, 197­200 Hall of the Bulls, 14, 16 Hammond, Robert, 130 Harley-Davidson, 166 Harlow, Harry, 11 Havaianas, 158­159