Marketing and Consumer Behaviour – Connection Points to Cultural Anthropology

Consumption is no longer just satisfying needs, as consumers cannot be detached from their social and cultural embeddedness. In other words, sociocultural environment always has effect on consumption; this may be the theoretical foundation of interdisciplinary investigations on consumption and consumer behaviour. Undoubtedly, in the past decade marketing had an increasingly dominant presence in consumer research, partly due to the fact that marketing (communication) researchers often drew inspiration from the theoretical knowledge repository of cultural research. The purpose of this study is to highlight some linkages between the field of marketing and cultural anthropology in the context of consumer behaviour.