Consumer Culture Theory

This textbook systematically explores the rich mosaic of consumer culture and the ways it affects personal identity, social interactions, and affiliations, and not to be overlooked, behaviors in the commercial marketplace. Most fundamentally, Consumer Culture Theory addresses how these interrelations are manifested across a wide range of consumption contexts and brings to light core commonalities, revealing points of distinction, that help us better understand why consumers do what they do and why consumer culture takes the forms it does.