This landmark work contains classic and contemporary writings including some of the most provocative and influential contributions to the field from across the social sciences over the past thirty years, thus representing the increasing interdisciplinary richness of research in consumer behavior. The change in emphasis from research on the individual, to the context in which individuals create meaning from their consumption choices is a key thematic device in these three volumes, which focus on the field of advertising and consumption, possessions, brands and the self and (sub)cultures of consumption. Consumer behavior emerged as an independent field of research within marketing nearly sixty years ago. These sets presents important insights from the key research articles published about consumer behavior and consumption, drawing on the most influential and...

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