Topical: how underdeveloped countries/region became consumer society is new area of research. Nothing comparable on the market now; cultural studies still inderdeveloped in Southeast Asia

Controversial: defends consumption in the face of moral condemnation by moralists throughout Asia

Considers if consumerism creating moral havoc and conflict in traditional Asia, and identity/cultural confusian

Up to date: considers recent boom in consumerism and consumption in East and SE Asia, and the capitalist economic growth and improved material life it has effected