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Books > Business & Economics > Business & management > Sales & marketing
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The Routledge Companion to Identity and Consumption (Paperback)
Loot Price: R1,525
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The Routledge Companion to Identity and Consumption (Paperback)
Series: Routledge Companions in Marketing, Advertising and Communication
Expected to ship within 12 - 19 working days
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"Tell me what you eat, I'll tell you who you are," said Anthelme
Brillat-Savarin. Today, "You are what you consume" is more apt.
Barbara Krueger's ironic twist of Descartes - "I shop therefore I
am" - has lost its irony. Such phrases have become commonplace
descriptions of our identity in the contemporary world. In our
materialistic world it seems as if there is no debate that our
consumption behaviour is fused with our self-identity - shaping it,
changing it and often challenging it. The Routledge Companion to
Identity and Consumption introduces the reader to state-of-the-art
research, written by the world's leading scholars regarding the
interplay between identity and consumption. The book addresses the
diverse issues regarding the ways identity affects our consumption
behaviour and vice-versa and in doing so, presents a broad
perspective on the dynamics of self-identity and consumption. With
chapters discussing the theory, research and practical implications
of these dynamics, including the way they change across our life
span and their expression within different social, cultural and
religious contexts, this book will be a valuable reference source
for students and academics from a variety of disciplines.
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