Monday, September 17, 2018, 11:30 AM – 1 PM EDT

Jagdish Sheth,  Charles H. Kellstadt Professor of Marketing, Goizueta Business School

“Genes, Climate, and Consumption Culture:  Connecting the Dots”

Why do cultures vary on several dimensions such as punctuality and uncertainty avoidance? Why do some cultures tend to be collective and others more individualistic? Why do consumers vary so much in our consumption of food, shelter, and clothing? It is all about climate differences from the arctic to temperate to tropical.

Drawing from decades of research, Genes, Climate, and Consumption Culture: Connecting the Dots demonstrates how climate dictates culture and consumption. The author shows that human genes are climatic adaptations over thousands of years of evolution, which has resulted in the dramatic differences between people’s food, clothing, and shelter choices. Most importantly, the book discusses how many of the fundamental differences between cultures, with respect to time, space, friendship, and technology, are responses to their particular climate.