Introduction

Abstract

These contributions constitute a partial, but quite well-rounded view of the factors involved in consumption: psychological and sociological, online and physical environments, culture and cohorts, institutions and media, luxury and coolness, advertising and brands. Moreover, the focus of the chapters varies from the micro level of meaning cues and the self to the macro level of material discourse and myth. There is a good geographic range found in the volume as well, with data from North America, South America, Europe, and Asia. In bringing in culture, the chapters invoke cultural comparison, cultural mobility, and cultural inferences. The result is a stimulating cornucopia of ideas and perspectives. The open-minded reader should find that the diverse perspectives presented here mutually inform, challenge, and interrogate one another.

Citation

Belk, R.W. (2010), "Introduction", Belk, R.W. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 12), Emerald Group Publishing Limited, Leeds, p. xi. https://doi.org/10.1108/S0885-2111(2010)0000012003