Ordinary Consumption

The sociology of consumption has concentrated unduly on the more spectacular and visual aspects of contemporary consumer behavior, thereby constructing an unbalanced and misleading view. This collection emphasizes ordinary rather than extraordinary items, routine and repetitive behavior rather than conscious decision-making. It studies practical contexts of use rather than decisions to purchase and analyzes collective identification rather than personal identity. Ordinary Consumption promotes a distinctive approach to the understanding of the central practices of consumer society, it is a book with a controversial message, one which will be a source of debate about the appropriate agenda for future research.Gronow, Jukka is the author of 'Ordinary Consumption' with ISBN 9780415270373 and ISBN 0415270375.