Professor Dr. Søren Askegaard

Biography

Søren Askegaard is a Professor at the University of Southern Denmark and the Acting Head of the Research Unit, specializing in consumer culture theory and socio-cultural market studies. He has led the Consumption Culture Commerce unit since 2001, which consists of 20 researchers. His research focuses on the symbolism and practices within consumer culture, particularly how consumption is embedded in social practices rather than being purely individual decision-making. A significant objective of his work is to investigate the interplay between globalization and localization within consumer culture, alongside contemporary issues related to food culture and health. His current research includes the role of consumers and users in the healthcare sector, especially in the context of new artificial intelligence technologies. Professor Askegaard is also committed to using academic research as a means for social reflection in policy-making and is involved in initiatives related to sustainable development goals. He has held part-time professor roles at Aalto University and the University of Lille and has had a distinguished visiting scholar position at Suffolk University.

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