Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of "showrooming" by consumers comparing online prices with mobile devices.

Marketization: Exploring the History and Geographic Expansion of Markets and Market Ideology -- Commodification as an Aspect of Marketization -- The Nature of Modern Marketization -- Stories from communist and capitalist Poland: Polish people on life values under marketization -- Temple...