Introduction | p. xi |
The desire code | p. 1 |
The Pretty Good Problem | p. 3 |
The Straw Man in the Gray Flannel Suit | p. 21 |
Rationale Thinking | p. 35 |
Ignoring the Joneses | p. 51 |
Murketing | p. 71 |
Chuck Taylor Was a Salesman | p. 79 |
Rebellion, Unsold | p. 96 |
Click | p. 115 |
Very Real | p. 134 |
The Murkiest Common Denominator | p. 145 |
The Commercialization of Chitchat | p. 165 |
The Brand Underground | p. 189 |
Invisible badges | p. 209 |
Murketing Ethics | p. 215 |
What's the Matter with Wal-Mart Shoppers? | p. 230 |
Beyond the Thing Itself | p. 249 |
Acknowledgments | p. 263 |
Additional source notes | p. 265 |
Index | p. 275 |
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Excerpted from Buying In: The Secret Dialogue Between What We Buy and Who We Are by Rob Walker
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