Consumer Tribes by Avi Shankar, Robert Kozinets, Bernard Cova (Paperback, 2007)

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Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon.