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This is an installment in the On My Shelf series reviews about books demonstrating anthropology in practice. Book details follow the post

Traditionally, new product marketing assumes first-time purchases arise from an orderly chain of events. The effective commercial starts the engine turning by generating brand awareness, which begets interest, desire, and finally consumer action, with planned purchases popping out the other end.

Christa Pitts left her job at QVC to help her mother and sister create a book and toy that have become a holiday tradition. In 2005, Christa Pitts left her job as a QVC host to help her mother, Carol Aebersold, and twin sister, Chanda Bell, launch Elf on the Shelf. The Marietta, Georgia-based company makes books and toys based on the family's Christmas tradition, which includes a toy elf who monitors naughty and nice behavior for Santa