Marketing, born out of industrial organization economics, has borrowed myriad concepts and frameworks from neoclassical economics since its inception, as much as it has acquired theories and methods from psychology and sociology. The theories in marketing depend heavily on these disciplines and their relevance in decoding the “consumer” who occupies the center point of all marketing thoughts has only increased over the years. This paper contends that cultural anthropological theories and practices have more sincere and serious implications in the pursuit of unmasking consumer’s desires, wants, and needs that marketers ought to pay more attention. Distilling various motifs of twentieth-century anthropological thought, the author argues how culture is paramount in reflecting the realities of consumption.