This text seeks to overcome an imbalance in traditional consumer behavior texts by incorporating biological, sociological, and anthropological theories into the core of the work. The aim is to provide a challenging and interesting book which addresses important issues such as time, space and consumption; consuming needs and values, semiotics, identity, the body, eating disorders and drug-taking. The text looks at consuming behavior in the context of general changes in society through adopting a historical perspective. It seeks to adopt a neutral view of consuming behavior rather than the more traditional adoption of the producers' perspective, and to look at the contemporary issues affecting consuming behavior in today's world.