Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being.
A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies.

The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace.

The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education.

The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.

Part 1: Consumption Identity

Hope Schau Chapter 1: Consumers Volitional Identity Projects  Amber Epp, Tandy Thomas Chapter 2: Family & Collective Identity Projects  Michelle Weinberger, David Crockett Chapter 3: Critical Reflections on Consumer Identity 

Part 2: Marketplace Cultures

Bernard Cova, Avi Shankar Chapter 4: Consumption Tribes and Collective Performance  Daiane Scaraboto, Eminegul Karababa Chapter 5: Consumer Produced, Emergent & Hybrid Markets  Burçak Ertimur, Gokcen Coskuner-Balli Chapter 6: Glocalization of Marketplace Cultures 

Part 3: The Socio-Historic Patterning of Consumption

Paul Henry, Mary-Louise Caldwell Chapter 7: Social Class  Luca Visconti, Shona Bettany, Pauline MacLaran Chapter 8: Gender  Robert L. Harrison III, Kevin D. Thomas, Samantha N. N. Cross Chapter 9: Ethnicity  Fleura Bardhi, Marius Luedicke Chapter 10: Global Mobilities 

Part 4: The Ideological Shaping of Consumption Practices and Consumers' Co-creative Appropriations

Ela Veresiu, Markus Giesler Chapter 11: Neoliberalism and Consumption  Zeynep Arsel, Jonathan Bean Chapter 12: Social Distinction and Practices of Taste  Dominique Roux, Elif Izberk-Bilgin Chapter 13: Consumer Resistance & Subaltern Consumption    Chapter 14: Conclusion

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