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.

"We live in times of increasing world uncertainty. Consumer culture in Asia has embodied such precariousness, with their unprecedented states of both prosperity and vulnerability. Works in this volume examine the consumer cultures that exist in today's precarious Asia. They do this through...

Contents: The paradox of the sharing economy, introductory chapter / Russell Belk, Giana Eckhardt and Fleura Bardhi -- The nature of sharing and the sharing economy 1. Situating the sharing economy: Between markets, commons and capital / Adam Arvidsson -- 2. Sharing as an alternative economy...