Biology and consumer behaviour Biology and consumer behaviour Consumer behaviour is the study of the motivations surrounding a purchase of a product or service. It has been linked to the field of psychology, sociology and economics in attempts to analyse when, why, where and how people purchase in the way that they do. However, little literature has considered the link between our consumption behaviour and the basics of our being, our biology. Segmentation by biological-driven demographics such as sex and age are already popular and pervasive in marketing. As more knowledge and research is known, targeting based on consumers' biology is of growing interest
Systems of Consanguinity and Affinity of the Human Family be called the seminal concern of contemporary anthropology, the study of kinship..." In the book Morgan argues that all human societies share a basic set of principles for social organization along kinship lines, based on the principles of consanguinity (kinship by blood) and affinity (kinship by marriage). At the same time, he presented a sophisticated schema of social evolution based upon the relationship terms, the categories of kinship, used by peoples around the world. Through his analysis of kinship terms, Morgan discerned that the structure of the family and social institutions develop and change according to a specific sequence. Morgan's