To Consume Is Human

Buying In: The Secret Dialogue Between What We Buy and Who We Are by Rob Walker


My rating: 4 of 5 stars
Starting with investigating his own relationship with his Converse Chucks and his rejection of Nike (who now apparently owns Converse), Walker debunks the received wisdom of Old Advertising that consumers are manipulated into needing things they had hithertofore lived happily without. Advertising now seems to just validate what the consumer had already decided. Besides, who actually makes conscious decisions? Doesn't your brain just decide and then you spend time rationalizing?
Walker was in at the inception of the Red Bull (never quite understood that) craze and describes the "new" advertising where products are just put out there and the consumer decides what it means. Sometimes that is done intentionally (Toyota's Scion) and sometimes the manufacturer wrestles with it before finally giving in (Timberland).
The people in your own neighborhood with the secret pitch are outed. Did you realize that people are hired to talk up products and brands by stealth? And, what's more, they will do it for free - without pay and without any reinforcement other than being the first to know. Stunning!


View all my reviews >>