The consumer ethic is ubiquitous. Everything we do, see, hear and even feel appears to be connected in some way to our experience as consumers. The increasingly high profile of debates over consumption, consumer culture, consumer behaviour and consumer rights reflects a world undergoing rapid change. The Changing Consumer charts the nature of that change, as well as discussing why consumption has become so important and what role, if any, it plays in underpinning social, economic and political transformation. Featuring contributions from some of the leading theorists of consumption from across a range of disciplines, this collection includes chapters on: men's consumption and men's magazines the changing profile of women as consumers the representation of consumption on popular TV shows consuming retro chic the symbolic and emotional role of alcohol consumption. Drawing on fascinating case-studies throughout, this book will be essential reading for students and academics interested in the study of consumption.