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Book reviews

Book reviews Ronald E. Goldsmith, Editor Culture and Consumption: New Approaches to with ease historical "causes." If people usually deceive themselves through oversimplification when they claim to the Symbolic Character of Consumer Goods comprehend friends' behavior with only a few dozen ex- and Activities ogenous variables, how can anyone legitimately reduce an by Grant McCracken epoch down to a couple causes? McCracken identifies (Bloomington: Indiana University Press, 1988, 174 pp., Queen Elizabeth and social competition as the causes of the ISBN 0-253-31526-3) consumer boom of the sixteenth century, yet we have quite different consumer trends today in spite of the renewed I am a dinosaur who's pretty unhappy about how cold it presence of Queen Elizabeth (although a different one) and has been lately. In this post-positivist, post-modern world, I social competition. In the nineteenth century, department cling to pre-modern dreams. If you, on the other hand, have stores and credit cards explain consumer transformations for the hip mind of the post-modern biped, you must promise to McCracken, but I found myself wondering whether the quit reading this review after the next sentence. printing press, the cotton gin, the internal combustion en- Culture and Consumption is an eloquently written, thor- gine, http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Book reviews

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References (2)

Publisher
Springer Journals
Copyright
1991 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02726007
Publisher site
See Article on Publisher Site

Abstract

Ronald E. Goldsmith, Editor Culture and Consumption: New Approaches to with ease historical "causes." If people usually deceive themselves through oversimplification when they claim to the Symbolic Character of Consumer Goods comprehend friends' behavior with only a few dozen ex- and Activities ogenous variables, how can anyone legitimately reduce an by Grant McCracken epoch down to a couple causes? McCracken identifies (Bloomington: Indiana University Press, 1988, 174 pp., Queen Elizabeth and social competition as the causes of the ISBN 0-253-31526-3) consumer boom of the sixteenth century, yet we have quite different consumer trends today in spite of the renewed I am a dinosaur who's pretty unhappy about how cold it presence of Queen Elizabeth (although a different one) and has been lately. In this post-positivist, post-modern world, I social competition. In the nineteenth century, department cling to pre-modern dreams. If you, on the other hand, have stores and credit cards explain consumer transformations for the hip mind of the post-modern biped, you must promise to McCracken, but I found myself wondering whether the quit reading this review after the next sentence. printing press, the cotton gin, the internal combustion en- Culture and Consumption is an eloquently written, thor- gine,

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Mar 1, 1991

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