This text seeks to overcome an imbalance in traditional consumer behaviour texts by incorporating biological, sociological and anthropological theories into the core of the work. The aim is to provide a challenging and interesting book which addresses important issues such as time, space and consumption; consuming needs and values, semiotics, identity, the body, eating disorders and drug-taking.
The text seeks to adopt a neutral view of consuming behaviour rather than the more traditional adoption of the producers' perspective, and to look at the contemporary issues affecting consuming behaviour in today's world.