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This book examines modern consumption, focusing on concepts of autonomy and rationality. In recent years, conventional ideas of 'free will' have come under attack in the context of consumer choice and similarly, postmodernists have sabotaged the very notion of consumer rationality. O Shaughnessy and O'Shaughnessy adopt a moderating perspective, rev
John O'Shaughnessy is Emeritus Professor of Business at the Graduate School of Business, Columbia University, New York. Nicholas O'Shaughnessy is Professor of Marketing and Communications at Queen Mary, University of London.
Part 1: The Renewed Interest in the Unconscious and Free Will - A Progress Report for Marketing 1. The Relegation of Free Choice and Free Will 2.The Dominance of the Adaptive Unconscious Part 2: Postmodernism: The Attack on all Aspects of Modernity and Rationality 3.The Claims made by Postmodernists 4. Central Philosophical Assertions of Postmodernism
