In the context of rising consumerism and globalization, books on consumption are numerous. These tend to be firmly rooted in particular disciplines, however sociology, anthropology, business or cultural studies and as a result often present a blinkered view. Charged with the mission of unravelling what consumption means and how it operates, the worlds leading experts were flown to a secluded location in Sweden to 'battle it out'. This pioneering book represents the outcome. Ranging from the 'little black dress' to on-line communities, Elusive Consumption challenges our very understanding of consumerism. How successful is the advertising world in manipulating our buying patterns? Does the global marketplace promote cultural homogeneity or heterogeneity? Is the West really more of a 'consumerist civilization' than other countries? Does the advertising of certain products influence a voters choice of political party? How are products associated and marketed to different genders? These controversial topics and many more are discussed. Covering virtually every aspect of the word 'consumerism', Elusive Consumption provides a state-of-the-art view of the highly commercialized society we inhabit today. Some might have it that consumers are unwitting pawns, completely lacking in agency. Others might argue that consumer choices are empowering and subtly shape production. Richard Wilk, Colin Campbell, John F. Sherry, Richard Elliott, Russell Belk, and Daniel Miller who offers the most persuasive argument in this battle royal?

Also available in hardback, 9781859737637 GBP50.00 (March, 2004)

About the Author
Karin M. Ekstrm is Associate Professor, Director and Research Leader at the Centre for Consumer Science, Gothenburg. Helene Brembeck is Associate Professor and Research Leader at the Centre for Consumer Science, Gothenburg.

Reviews
'This provocative collection from a stellar cast of consumption scholars demonstrates that, after all, consumption need not be elusive, if it is pursued with an eclectic sense of interdisciplinary possibility.'Douglas B. Holt, Harvard Business School'One can choose to study fish or one can choose to study the environment they swim in. Many traditional academic market researchers are like those who study the fish. Contributors to this volume are like those who opt to study the water. One can argue about which approach leads to catching more fish. My bet lies with those who explore the environment especially when a multidisciplinary lineup with the intellectual firepower on offer in this volume leads the race to discovery.'Eric J. Arnould, CBA Agribusiness Programs, University of Nebraska, Lincoln, USA'This is a provocative collection that reflects some of the diverse approaches trying to make sense of the xceptionally complex field of consumption a



Book Information
ISBN 9781859737682
Author Karin M. Ekstroem
Format Paperback
Page Count 256
Imprint Berg Publishers
Publisher Taylor & Francis Ltd