ABSTRACT
This book examines modern consumption, focusing on concepts of autonomy and rationality. In recent years, conventional ideas of 'free will' have come under attack in the context of consumer choice and similarly, postmodernists have sabotaged the very notion of consumer rationality. O Shaughnessy and O'Shaughnessy adopt a moderating perspective, rev
TABLE OF CONTENTS
part |2 pages
PART I The renewed interest in the unconscious and free will: a progress report for marketing
part |2 pages
PART II Postmodernism: the attack on all aspects of rationality and modernity