This book examines modern consumption, focusing on concepts of
autonomy and rationality. In recent years, conventional ideas of
'free will' have come under attack in the context of consumer
choice and similarly, postmodernists have sabotaged the very notion
of consumer rationality. O'Shaughnessy and O'Shaughnessy adopt a
moderating perspective, reviewing and critiquing these attacks in
order to work towards a more nuanced view of the consumer: neither
entirely autonomous nor perfectly rational. While the first part of
this book concentrates on assailing critiques of 'free-will', the
second part takes issue with the postmodernist emphasis on the
non-rational. The authors situate these critiques in the context of
key academic debate, examining the logic and empirical bases for
their claims thus leading to a deeper understanding of 'bounded'
rationality and the potential of the adaptive unconscious to affect
consumer choice.
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