Description: "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

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