well thanks to those who prodded me on this, i did a websearch and found
the book i had read, not in the 1980s as i'd thought, but in 1990:
Cultural Psychology
Edited by James W. Stigler, Richard A. Schweder, Gilbert S. Herdt (1990)
"Carrots are divine, you get a dozen for a dime, it's maaaagic."
Bugs Bunny
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