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Marketing and the Meaning of Things
Marketing and the meaning of things

Choosing a new computer can be a momentous decision for a young adult. There are many options, of course, and a personal computer is a technologically sophisticated, relatively expensive commodity. Purchasers face a bewildering array of features to decide about, including cache speeds, RAM sizes, processor types, and graphics acceleration. For many young buyers, however, it really comes down to two major options: Mac or PC. The fact that most buyers lack technical expertise doesn't really matter, because this mostly isn't a technical decision. To own a computer is to make a personal statement, and the options matter because of what they mean.

It may seem strange to claim that a computer has meaning, but ...

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