Kumar, Ankita

975 University Ave, Grainger 4181
Madison, Wisconsin 53706
United States
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My research focuses on the sociology of consumption and market behaviors. I study how socio-cultural
and institutional factors, such as class-based inequities and market environments, contribute to
consumers’ experiences of empowerment and disempowerment in the domains of health care and
consumption lifestyles. My dissertation research offers a sociological perspective on coping among health
care consumers navigating the eldercare services market around Alzheimer’s disease and a related
marketing strategy project examines how eldercare service providers build reputations. Other projects
explore consumers’ aesthetic/ethical lifestyles related to food and modernist design/architecture and
conflicts over legitimacy of these taste ideals. My research has strong implications for health care
services, customer relationship management, brand strategy, public policy and transformative consumer
research issues.

975 University Ave, Grainger 4181

Additional Information

Ph.D: Marketing

Email Address for Contact: akumar42@wisc.edu

Research Areas: Health care services marketing and strategy
Consumer lifestyles/taste
Brand strategy
Sociocultural aspects of consumer behavior

Education: Ph.D. Marketing
University of Wisconsin-Madison
Proposal defended: May 15, 2018, Expected: May 2019

M.B.A. Marketing
University of Arkansas, Fayetteville
May 2010

Ph.D. Anthropology
University of Arkansas, Fayetteville
August 2009

M.Sc. Anthropology
University of Delhi, India
Specialization: Demography and Public Health
June 2004