Rita Denny applies an anthropological framework to consumer behavior across the globe, calling on linguistic, semiotic and symbolic traditions for interpreting attitudes, perceptions and practices. Rita’s work supports strategic development of products, services and brands as well as communications strategies for Fortune Global 500 companies, government agencies and public institutions. Rita holds a Ph.D. in Anthropology from the University of Chicagoand teaches at Northwestern University. With Patricia Sunderland she is the author of Doing Anthropology in Consumer Research and editor of Handbook of Anthropology in Business. She is a dedicated Lake Michigan swimmer.