Conclusion: who wins – consumerism or consumers?

The development of consumerism represents one of the great changes in the human experience, literally around the world, over the past two or three centuries. The emergence of new types of marketing and advertising is important in itself, as part of modern economic history. But it is the shift in behavior and personal expectations that is really intriguing. Large numbers of people have come to define life somewhat differently, and have fostered new kinds of hopes and frustrations accordingly.