«'This provocative collection from a stellar cast of consumption scholars demonstrates that, after all, consumption need not be elusive, if it is pursued with an eclectic sense of interdisciplinary possibility.'Douglas B. Holt, Harvard Business School'One can choose to study fish or one can choose to study the environment they swim in. Many traditional academic market researchers are like those who study the fish. Contributors to this volume are like those who opt to study the water. One can argue about which approach leads to catching more fish. My bet lies with those who explore the environment especially when a multidisciplinary lineup with the intellectual firepower on offer in this volume leads the race to discovery.'Eric J. Arnould, CBA Agribusiness Programs, University of Nebraska, Lincoln, USA'This is a provocative collection that reflects some of the diverse approaches trying to make sense of the xceptionally complex field of»