_Contents 
Introduction: The Shaping of Consumption and 
Marketing Institutions 
Russell Belk, Nikhilesh Dholakia, and Alladi Venkatesh 
Macro Dimensions of Consumption 
What Is Macro Consumer Behavior? 
Macromarketing and Consumption 
An Invitation 
PART ONE 
MACRO ASPECTS OF CONSUMPTION 
1 
Romanticism, Introspection, and the Roots of 
Experiential Consumption: Morris the Epicurean 
Morris B. Holbrook 
Introduction 
Campbell's Romantic View of Consumption 
Summary of Campbell's Argument 
Concerns Raised by Campbell's View 
Points of Agreement with Campbell's View 
Romanticism in the Lives of Consumers 
Eclectic Views of Romanticism 
Global Views of Romanticism 
The Role of Introspection 
Subjective Personal Introspection in Consumer 
Research 
Going against the Grain 
Toward a Defense of Introspection 
I Am a Camera 
From Science to Scholarship 
Things to Come 
The Background of Subjective Personal Introspection 
From Ancient to Modern 
Michel de Montaigne 
J 
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