• Summary
  • Contents
  • Subject index

The Unmanageable Consumer examines the key Western traditions of thinking about and being a consumer. Each chapter posits a consumer model with examples from the international community. Readers are invited to enter an exciting and radical analysis of contemporary consumerism which suggests that consumerism is fragile and consumers unpredictable.

The Consumer as Explorer
The consumer as explorer

When you start on your way to Ithaca, then pray that the road is long, full of adventure, full of knowledge.

Stop at Phoenician markets, and purchase fine merchandise, mother-of-pearl and corals, amber and ebony, and delicious perfumes of all kinds.

And if you find her poor, Ithaca has not deceived you, With the wisdom you have gained, with so much experience, you have surely understood what Ithacas mean.

Kavafis, ‘Ithaca’
Core Arguments

Under the rule of consumerism, cities and countryside become dominated by cathedrals of consumption, such as theme parks, shopping malls, casinos, tourist resorts and attractions, sporting venues and museums. These are spaces that consumers are invited to explore for new products and new experiences, with which to create meaning in ...

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