Buying In: The Secret Dialogue Between What We Buy and Who We Are
Author: Rob Walker
“Fascinating … A compelling blend of cultural anthropology and business journalism.” — Andrea Sachs, Time Magazine
“An often startling tour of new cultural terrain.” — Laura Miller, Salon
“Marked by meticulous research and careful conclusions, this superbly readable book confirms New York Times journalist Walker as an expert on consumerism. … [A] thoughtful and unhurried investigation into consumerism that pushes the analysis to the maximum…” — Publisher’s Weekly (starred review)
Brands are dead. Advertising no longer works. Weaned on TiVo, the Internet, and other emerging technologies, the short-attention-span generation has become immune to marketing. Consumers are “in control.” Or so we’re told.
In Buying In, New York Times Magazine “Consumed” columnist Rob Walker argues that this accepted wisdom misses a much more important and lasting cultural shift. As technology has created avenues for advertising anywhere and everywhere, people are embracing brands more than ever before–creating brands of their own and participating in marketing campaigns for their favorite brands in unprecedented ways. Increasingly, motivated consumers are pitching in to spread the gospel virally, whether by creating Internet video ads for Converse All Stars or becoming word-of-mouth “agents” touting products to friends and family on behalf of huge corporations. In the process, they–we–have begun to funnel cultural, political, and community activities through connections with brands.
Walker explores this changing cultural landscape–including a practice he calls “murketing,” blending the terms murky and marketing–by introducing us to the creative marketers, entrepreneurs, artists, and community organizers who have found a way to thrive within it. Using profiles of brands old and new, including Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, Walker demonstrates the ways in which buyers adopt products, not just as consumer choices, but as conscious expressions of their identities.
Part marketing primer, part work of cultural anthropology, Buying In reveals why now, more than ever, we are what we buy–and vice versa.
Praise for Buying In
“Walker … makes a startling claim: Far from being immune to advertising, as many people think, American consumers are increasingly active participants in the marketing process. … [He] leads readers through a series of lucid case studies to demonstrate that, in many cases, consumers actively participate in infusing a brand with meaning. … Convincing.” — Jay Dixit, The Washington Post
“Walker lays out his theory in well-written, entertaining detail.” — Seth Stevenson, Slate
“Buying In delves into the attitudes of the global consumer in the age of plenty, and, well, we aren’t too pretty. Walker carries the reader on a frenetically paced tour of senseless consumption spanning from Viking ranges to custom high-tops.” — Robert Blinn, Core77
“Rob Walker is one smart shopper.” — Jen Trolio, ReadyMade
“The most trenchant psychoanalyst of our consumer selves is Rob Walker. This is a fresh and fascinating exploration of the places where material culture and identity intersect.”
–Michael Pollan, author of In Defense of Food
“This book has vast social implications, far beyond the fields of marketing and branding. It obliterates our old paradigm of companies (the bad guys) corrupting our children (the innocents) via commercials. In this new world, media-literate young people freely and willingly co-opt the brands, and most companies are clueless bystanders desperate to keep up. I really don't know if this is good news or bad news, but I can say, with certainty, that this book is a must-read.”
–Po Bronson, author of What Should I Do with My Life?
“Rob Walker is a gift. He shows that in our shattered, scattered world, powerful brands are existential, insinuating themselves into the human questions ‘What am I about?’ and ‘How do I connect?’ His insight that brand influence is becoming both more pervasive and more hidden–that we are not so self-defined as we like to think–should make us disturbed, and vigilant.”
–Jim Collins, author of Good to Great
“Rob Walker is a terrific writer who understands both human nature and the business world. His book is highly entertaining, but it’s also a deeply thoughtful look at the ways in which marketing meets the modern psyche.”
–Bethany McLean, editor at large, Fortune, and co-author of The Smartest Guys in the Room
“Are we living in an era of YouTube-empowered, brand-rejecting consumers? Rob Walker has the surprising answers, and you won’t want to miss this joyride through the front lines of consumer culture. A marketing must-read.”
–Chip Heath and Dan Heath, authors of Made to Stick
“Rob Walker brilliantly deconstructs the religion of consumption. Love his column, couldn’t put his book down.”
–Paco Underhill, author of Why We Buy
The New York Times - Farhad Manjoo
Few observers have plumbed the subterranean poetry of marketing as thoroughly as Walker, who writes Consumed, a weekly shopping-culture column in The New York Times Magazine. In Buying In, Walker aims to lift the cloud of self-delusion that obscures our buying habits. Every indicator suggests we're the shoppingest society that's ever lived; every day, we purchase more stuff, produce more trash, descend deeper into debt and feel the press of commercial desire grow ever more intense. Walker, mining research from psychology and economics to explain the unlikely rise of several brands, argues that our susceptibility to marketing arises from our ignorance of its pervasiveness. Indeed, in recent years the ad industry has adopted an underground method of selling that depends on our complicit embrace of brands. Walker calls it "murketing," and once you understand it, you notice its footprint everywhere.
The Washington Post - Jay Dixit
Walker, who writes a consumer behavior column for the New York Times Magazine, makes a startling claim: Far from being immune to advertising, as many people think, American consumers are increasingly active participants in the marketing process…Walker leads readers through a series of lucid case studies to demonstrate that, in many cases, consumers actively participate in infusing a brand with meaning…his major argument is convincing
School Library Journal
Adult/High School
Walker takes a close look at past and present consumerism in the United States, positing that older forms of advertising are no longer successful. In their place, the trend has shifted to what the author calls "murketing," a mix of "murky" and "marketing." He argues that instead of being manipulated by marketing, consumers are using it to their advantage; and instead of being shaped by products, consumers are using them to express individual identity and social outlook. Told from the perspectives of both consumers and marketers, the book entwines historical fact, commentary from experts in the field, and pop-culture examples drawn from brand names such as Timberland, Sanrio, Apple, and Nike. It also incorporates conversations with CEOs of companies like American Apparel as well as start-up projects from the skateboarding and music industries. Walker examines all aspects of "murketing," including ethics, emerging technology, and commercialization versus underground movements. This book is both accessible and relevant to teens, with many of the examples being pulled from Generations Y and Z. It will be useful to those interested in business, advertising, or social trends.-Kelliann Bogan, Colby-Sawyer College, New London, NH
Table of Contents:
Pt. 1 The desire code 1
1 The Pretty Good Problem 3
2 The Straw Man in the Gray Flannel Suit 21
3 Rationale Thinking 35
4 Ignoring the Joneses 51
Pt. 2 Murketing 71
5 Chuck Taylor Was a Salesman 79
6 Rebellion, Unsold 96
7 Click 115
8 Very Real 134
9 The Murkiest Common Denominator 145
10 The Commercialization of Chitchat 165
11 The Brand Underground 189
Pt. 3 Invisible badges 209
12 Murketing Ethics 215
13 What's the Matter with Wal-Mart Shoppers? 230
14 Beyond the Thing Itself 249
Acknowledgments 263
Additional source notes 265
Index 275
Look this: Guinea Pig Zero or Walking for Fitness
Against the Gods: The Remarkable Story of Risk
Author: Peter L Bernstein
A Business Week, New York Times Business, and USA Today Bestseller
"Ambitious and readable . . . an engaging introduction to the oddsmakers, whom Bernstein regards as true humanists helping to release mankind from the choke holds of superstition and fatalism." -The New York Times
"An extraordinarily entertaining and informative book." -The Wall Street Journal
"A lively panoramic book . . . Against the Gods sets up an ambitious premise and then delivers on it." -Business Week
"Deserves to be, and surely will be, widely read." -The Economist
"[A] challenging book, one that may change forever the way people think about the world." -Worth
"No one else could have written a book of such central importance with so much charm and excitement." -Robert Heilbroner author, The Worldly Philosophers
"With his wonderful knowledge of the history and current manifestations of risk, Peter Bernstein brings us Against the Gods. Nothing like it will come out of the financial world this year or ever. I speak carefully: no one should miss it." -John Kenneth Galbraith Professor of Economics Emeritus, Harvard University
In this unique exploration of the role of risk in our society, Peter Bernstein argues that the notion of bringing risk under control is one of the central ideas that distinguishes modern times from the distant past. Against the Gods chronicles the remarkable intellectual adventure that liberated humanity from oracles and soothsayers by means of the powerful tools of risk management that are available to us today.
"An extremely readable history of risk." -Barron's
"Fascinating . . .this challenging volume will help you understand the uncertainties that every investor must face." -Money
"A singular achievement." -Times Literary Supplement
"There's a growing market for savants who can render the recondite intelligibly-witness Stephen Jay Gould (natural history), Oliver Sacks (disease), Richard Dawkins (heredity), James Gleick (physics), Paul Krugman (economics)-and Bernstein would mingle well in their company." -The Australian
New York Times
Ambitious and readable. . .an engaging introduction to the oddsmakers.
Robert Ferguson
Peter Bernstein leads us effortlessly through the history of risk because he writes so beautifully. This is a book on a left brain subject that will have right brain readers lining up for more!.
William Kristol
A fascinating and unusual perspective on modern man's Promethean attempt to master risk. The book reads easily and provokes thought—a rare combination.
Wall Street Journal
An extraordinarily entertaining and informative book.
Marc Faber
In Against the Gods, Peter Bernstein, a scholar, historian, and successful investor gives us the history of great thinkers whose visions put the future at the service of the present..
John Kenneth Galbraith
With his wonderful knowledge of the history and current manifestations of risk, Peter Bernstein brings us Against the Gods. Nothing like it will come out of the financial world this year or ever. I speak carefully: no one should miss it..
Charles P. Kindleberger
It's a sizzler!.
Washington Post Book World
Against The Gods appeared in the "Washington Is Also Reading..." section of The Washington Post Book World. The book is described as, "A comprehensive history of man's efforts to understand risk and probability, from ancient gamblers in Greece to modern chaos theory.
Money Matters
I must say that I enjoyed the book, it was written in a light-hearted manner"
Barton M. Biggs
This looks like a new classic to me..
Robert Heilbronerc
No one else could have written a book of such central importance with so much charm and excitement.
Publishers Weekly
Risk management, which assumes that future risks can be understood, measured and to some extent predicted, is the focus of this solid, thoroughgoing history. Probability theory, pioneered by 17th-century French mathematicians Blaise Pascal and Pierre de Fermat, has made possible the design of great bridges, electric power utilities and insurance policies. The statistical sampling methods invented by dour Swiss scientist Jacob Bernoulli undergird diverse activities such as the testing of new drugs, stock-picking and wine tasting. Bernstein (Capital Ideas) animates his narrative with a colorful cast of risk-analyzers, including gambling addict Girolamo Cardano, 16th-century Italian physician to the Pope; and John Maynard Keynes, whose concerns over economic uncertainty compelled him to recommend an active, interventionist role for government. Bernstein also traces the development of business forecasting, game theory, insurance and derivatives, and surveys recent advances in risk forecasting made possible through chaos theory and by the development of neural networks.
Library Journal
For several centuries, mathematics has been the language of the exact sciences. Only in the 20th century has mathematics become predominant in other fields, particularly economics and finance. In this book, Bernstein (Capital Ideas: The Improbable Origins of Modern Wall Street), head of an economic consulting firm, traces the development of probability theory from its beginnings in analyzing games of chance, through its application to statistical theory and insurance, up to its present use in developing investment strategies to control risk. He includes excellent sections on portfolio analysis and on investments in derivatives. Bernstein clearly describes the people, their work, and the events that have revolutionized the thinking on Wall Street. -- Harold D. Shane, Baruch College, City University of New York
Library Journal
For several centuries, mathematics has been the language of the exact sciences. Only in the 20th century has mathematics become predominant in other fields, particularly economics and finance. In this book, Bernstein (Capital Ideas: The Improbable Origins of Modern Wall Street), head of an economic consulting firm, traces the development of probability theory from its beginnings in analyzing games of chance, through its application to statistical theory and insurance, up to its present use in developing investment strategies to control risk. He includes excellent sections on portfolio analysis and on investments in derivatives. Bernstein clearly describes the people, their work, and the events that have revolutionized the thinking on Wall Street. -- Harold D. Shane, Baruch College, City University of New York
The New York Times
Ambitious and readable. . .an engaging introduction to the oddsmakers.
The Wall Street Journal
An extraordinarily entertaining and informative book.
What People Are Saying
John Kenneth Galbraith
"With his wonderful knowledge of the history and current manifestations of risk, Peter Bernstein brings us Against the Gods. Nothing like it will come out of the financial world this year or ever. I speak carefully: no one should miss it."—Professor of Economics Emeritus, Harvard University
Robert Ferguson
"Peter Bernstein leads us effortlessly through the history of risk because he writes so beautifully. This is a book on a left brain subject that will have right brain readers lining up for more!"—Managing Director, Bankers Trust Australia Limited
William Kristol
"A fascinating and unusual perspective on modern man's Promethean attempt to master risk. The book reads easily and provokes thought--a rare combination."—Editor and Publisher, The Weekly Standard
Marc Faber
"In Against the Gods, Peter Bernstein, a scholar, historian, and successful investor gives us the history of great thinkers whose visions put the future at the service of the present."—Managing Director, Marc Faber Limited, Hong Kong
Barton M. Biggs
This looks like a new classic to me."—Chairman Morgan Stanley Asset Management, Inc.
Charles P. Kindleberger
"It's a sizzler!"—author of Manias, Panics & Crashes
