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The Consumer as Chooser
The consumer as chooser

The ancient Greeks were right. The ideal of the chosen life does not square with how we live. We are not authors of our lives; we are not even part-authors of the events that mark us most deeply. Nearly everything that is most important in our lives is unchosen. The time and place we are born, our parents, the first language we speak – these are chance, not choice. It is the casual drift of things that shapes our most fateful relationships. The life of each of us is a chapter of accidents.

Gray, 2002: 109
Core Arguments

Choice is the concept that has come virtually to define contemporary consumption, assuming different psychological, cultural and economic dimensions. However, there are now ...

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