Chapter 1. Digging anthropology mine for marketing gold -- Chapter 2. From love to rebuff: how culture shapes the perception of luxury goods among consumers -- Chapter 3. The paradox of authenticity and its implications for contemporary and "bizarre" tourism campaigns -- Chapter 4. Developing marketing strategy on social networks -- Chapter 5. Diffusion of innovation and role of opinion leaders -- Chapter 6. Glocalization of consumers in the Caribbean: a case study of Trinidad and Tobago -- Chapter 7. Privacy concerns and customers' information-sharing intentions: the role of culture -- Chapter 8. How consumers become "cool": distinction-seeking vs. trend-following -- evidence from theArab world -- Chapter 9. The Strange life and presumed death of homo economicus: a brief history of economic anthropology -- Chapter 10. A semiotic approach through print advertisements: the changing Indian urban male -- Chapter 11. A cross-cultural study of smartphone adoption in Uzbekistan and South Korea -- Chapter 12. Comparative analysis of Hofstede's culture dimensions for West African Regions (WAF) and Nigeria -- Chapter 13. A framework for cultural localization of websites and for improving their commercial utilization -- Chapter 14. Flying high: a study on the airline preferences of individuals in urban India -- Chapter 15. When Age, Religion, and Culture Matter: The impact of aging, religiosity, and cultural differences on consumers' emotions and behavior -- Chapter 16. Cultural nuances in changing consumer behavior: lessons for cultural positioning -- Chapter 17. The influence of socio-economic factors on state and dynamics of consumer behaviour: measuring and evaluation.