Buying In by Rob Walker

Buying In is a book about the role consumers play in modern advertising, or as Walker calls it, the “commercial persuasion” industry. The book explores how consumers shape marketing messages and how marketers use this to their advantage.

Walker argues that consumers use goods to tell stories about themselves, and not just to communicate status. He also explores the human tendency to rationalize behavior and avoid cognitive dissonance.

Useful takeaways from the book include:

• Consumers have a greater ability to shape marketing messages than ever before
• We use goods to tell stories about ourselves
• Marketing and advertising are pervasive and can influence our behavior without us even realizing it
• Understanding our own buying habits can help us make more informed decisions
• The craft movement represents a potential shift towards independence from corporate dominance.

What I Liked

Love it or hate it, but consumerism rules the world. To opt out of it though, you have to understand it. This book does a great job explaining it.

What I Did Not Like

Nothing – great read.