Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior: (Advances in Marketing, Customer Relationship Management, and E-Services)

Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthropology and consumer research have long been separated; however, it is now believed that joining them will lead to a more profound knowledge and understanding of consumer behaviors and will lead to further understanding and predictions for the future. Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior is a cutting-edge research publication that examines an anthropological approach to the study of the consumer and as a key role to the development of societies. The book also provides a range of marketing possibilities that can be developed from this approach such as understanding the evolution of consumer behavior, delivering truly personalized customer experiences, and potentially creating new products, brands, and services. Featuring a wide range of topics such as artificial intelligence, food consumption, and neuromarketing, this book is ideal for marketers, advertisers, brand managers, consumer behavior analysts, managing directors, consumer psychologists, academicians, social anthropologists, entrepreneurs, researchers, and students.

About the Author :
Valentina Chkoniya received her PhD in Technical Sciences by Murmansk State Technical University, Russia, in 2003. Actually, she is a professor at the University of Aveiro, member of GOVCOPP, Portugal, and managing partner of VT Mar (company in the marketing intelligence market). Valentina Chkoniya is a highly professional and experienced professor with a deep understanding and knowledge regarding the business, based on a deep strategic perspective and building on more than 20 years of experience. Her current research interests include data analysis, decision support systems, marketing research, consumer behaviour and information technologies for retail. Ana Oliveira Madsen was born in Portugal and, while attending the Administration and Management degree at the Universidade Católica do Porto, she has done one semester at the Aarhus Business School - Denmark. She ended up living for 7 years in Denmark, where she taught Consumer Behaviour at Syddansk University, where she was enrolled as a non-tenured associate professor at the Department of Environment and Business Economics. She holds a Ph.D. degree in “Market Systems and Consumption” from the Universidade Rey Juan Carlos, Madrid, Spain. Since 2012 she has been enrolled as a teacher at Universidade Católica Portuguesa and in 2016 she became part of the Católica Porto Business School. Since 2019 she is part of CEGE (a research center whose members are the most productive researchers at Católica Porto Business School). Currently, Ana is doing research in the fields of fish consumption, market institutions, Portuguese Economy, Business and Consumer Behaviour. She is married and has 2 daughters. Paata Bukhrashvili has defended doctoral dissertation in 1989 in Pre- and Protohistory at the Georgian National Academy of Sciences on the topic of “The Dwelling in the Ethnic Mode of Life”. Was a Doctoral Candidate at the State University of Tbilisi between 1985-1989. Graduated from Tbilisi State University School of History (Diploma Excellent) in 1976-1983. Has worked at Ilia State University as a Professor and Dean of School of Humanities and Cultural Studies between 2006-2010. Was Director of the International Caucasological Scientific Research Institute in 1997. Was Professor of Ethnology at Ivane Javakhishvili Tbilisi State University of between 1990-2006. Professor of Caucasian History at State Pedagogical University of Tbilisi in 1994-2006. Was a Professor of Georgian History at Technical University of Tbilisi 1988-1994. Senior Researcher of Kakhetian Archeological Expedition at Archeological Research Center, Georgian Academy of Sciences during 1983-2006.