Buying In: The Secret Dialogue Between What We Buy and Who We Are

Buying In by Rob Walker is a thought-provoking look at America's consumer culture. It explores how the interconnection between products and consumers is more subtle than simply figuring out a need and filling that need. The book suggests that in a world of many 'pretty good choices,' modern Americans buy into ideas about the products, the manufacturers, and themselves, rather than making decisions based purely on price and quality.