How does brand purpose allow companies to connect with consumers? How are buyers influenced? How do marketers leverage the relationships that customers build with brands? Marcus Collins, clinical assistant professor of marketing at Michigan Ross, studies consumer culture theory — the convergence of anthropology, psychology, and sociology in marketing — to answer those questions. In this episode, Collins discusses how communal connections that are facilitated through cultural characteristics influence consumption and behavior, which is a topic he explores in his new book For The Culture.