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Gad Saad. The Consuming Instinct: What Juicy Burgers, Ferraris, Pornography, and Gift Giving Reveal About Human Nature. New York: Prometheus, 2011.
Perhaps the most famous adage in philosophy is "I think therefore I am." However, a more telling maxim that describes our daily existence might be "I consume therefore I am." Most individuals will typically make scores of consumption-related decisions in any given day and most of us possess strong "consummatory" desires.
Gad Saad, a professor of marketing at...