Why I Buy
Balancing psychological, conceptual and historical analyses with examples drawn from popular culture and mass media, Rami Gabriel traces the ways in which beliefs about the self – including dualism, individualism, and expressivism – influence consumer behaviour. These understandings of the self, Gabriel argues, structure the values that Americans seek and find in consumer society; they therefore h...
Balancing psychological, conceptual and historical analyses with examples drawn from popular culture and mass media, Rami Gabriel traces the ways in which beliefs about the self – including dualism, individualism, and expressivism – influence consumer behaviour. These understandings of the self, Gabriel argues, structure the values that Americans seek and find in consumer society; they therefore h...