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.
JOHN DESMOND is currently a lecturer in marketing at St Andrews University. He was formerly at Heriot-Watt University.