Putting the anthropos back in consumer research: Beyond reductionisms

Søren Askegaard*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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The purpose of this article is to open for a missing dialogue between consumer culture theorization and biological anthropology and biology. In this sense, it is a kind of “manifesto” for a future interdisciplinary research program. The point of departure is for consumer researchers to get beyond and avoid the lure of much of the standard evolutionary Neo-Darwinist theorizing with its focus on a sharp division between innate and acquired features and adaptationism as the driving logic. Instead, consumer culture theory can – and should – find inspiration in open systems approaches to human biology and culture, in biosemiotics, and in current movements toward a post-anthropocentric anthropology that reinserts the human as a “becoming” element in a dynamic natural unfolding. Finally, it is argued that such a renewed dialogue is pivotal in the establishment of an ecological wisdom for addressing contemporary issues of climate change and sustainability.

Original languageEnglish
JournalRecherche et Applications en Marketing
Issue number1
Pages (from-to)90-102
Publication statusPublished - 2021


  • anthropocentrism
  • biology
  • consumer culture
  • culture
  • nature


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