"This book compiles and integrates highly innovative work aimed
at bridging the fields of anthropology and consumer behavior."
Journal of Consumer Affairs
..". fascinating... ambitious and interesting... " Canadian
Advertising Foundation Newsletter
..". an anthropological dig into consumerism brimming with
original thought... " The Globe and Mail
"Grant McCracken has written a provocative book that puts
consumerism in its place in Western society at the centre." Report
on Business Magazine
..". a stimulating addition to knowledge and theory about the
interrelationship of culture and consumption." Choice
" McCracken's] synthesis of anthropological and consumer studies
material will give historians new ideas and methods to integrate
into their thinking." Maryland Historian
"The book offers a fresh and much needed cultural interpretation
of consumption." Journal of Consumer Policy
"The volume will help balance the prevailing cognitive and
social psychological cast of consumer research and should stimulate
more comprehensive investigation into consumer behavior." Journal
of Marketing Research
..". broad scope, enthusiasm and imagination... a significant
contribution to the literature on consumption history, consumer
behavior, and American material culture." Winterhur Portfolio
"For this is a superb book, a definitive exploration of its
subject that makes use of the full range of available literature."
American Journal of Sociology
"McCracken's book is a fine synthesis of a new current of
thought that strives to create an interdisciplinary social science
of consumption behaviors, a current to which folklorists have much
to contribute." Journal of American Folklore
This provocative book takes a refreshing new view of the culture
of consumption. McCracken examines the interplay of culture and
consumer behavior from the anthropologist's point of view and
provides new insights into the way we view ourselves and our
society."
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