A Theory of Shopping

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A Theory of Shopping presents a unique perspective on shopping, challenging the common belief that it primarily revolves around individualism and materialism. Instead, the author draws an analogy between shopping and anthropological studies of sacrificial rituals, suggesting that purchasing goods is intertwined with social relations, particularly those rooted in love and care. The ethnographic research is based on a year-long study of shopping practices in North London, offering a nuanced exploration of the decisions shoppers face. The author proposes a theory that outlines three major stages of shopping, mirroring the key phases of sacrificial rites, where the ultimate goal is to shape others as desiring subjects. Additionally, the book explores historical changes in the subjects and objects of devotion, focusing on evolving ideals of gender and love. This innovative approach to shopping through the lens of comparative anthropology provides fresh insights into a familiar daily activity. Written in an accessible style, the book appeals to students and scholars in anthropology, sociology, and cultural studies, as well as anyone interested in a deeper understanding of their everyday behaviors.