21st Century Sociology: A Reference Handbook provides a concise forum through which the vast array of knowledge accumulated, particularly during the past three decades, can be organized into a single definitive resource. The two volumes of this Reference Handbook focus on the corpus of knowledge garnered in traditional areas of sociological inquiry, as well as document the general orientation of the newer and currently emerging areas of sociological inquiry.
Chapter 77: The Sociology of Consumer Behavior
The Sociology of Consumer Behavior
The sociology of consumer behavior is now enjoying a renaissance of interest. In an earlier period of American sociology, particularly in the years immediately before and after World War II, consumer behavior was pretty much ignored. While consumers were mentioned in early community studies (Lynd and Lynd 1937; Warner ...