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 book which addresses important issues such as time, space and consumption, consuming needs and values, semiotics, identity, the body, eating disorders and drug taking. Looking at consuming behaviour in the context of general changes in society through adopting a historical perspective, this book takes a neutral view of consuming behaviour rather than the more traditional adoption of the producers' perspective, and it looks at the contemporary issues affecting consuming behaviour in the contemporary world.
JOHN DESMOND is currently a lecturer in marketing at St Andrews University. He was formerly at Heriot-Watt University.