ABSTRACT
Attention to the symbolic features of consumption can be motivated by completely opposite evaluations of the soundness of mainstream theory. It is possible to approach the topic from the standpoint of the “economic imperialist,” reasoning that the methods of those who traditionally study symbolism — anthropologists, psychologists, sociologists — might be usefully replaced by the attractively simple rational maximization model. It is also possible to take a very different starting point, reasoning that both the methods and insights from outside of economics might be allowed in on their own terms, enriching economics not by providing more grist for the economic mill but by complementing already existing theory. 1 Like the imperialists, I am drawn to the abstract structures that define mainstream economics (preference and choice, in particular). But like those seeking a wider sweep, I agree that the mainstream success has had the unfortunate effect of limiting attempts to shape society in ways that acknowledge the shortcomings of simple free-market thinking.
