CB AS I SEE ITProfessor John Schout

CB AS I SEE IT
Professor John Schouten, University of Portland
There is no such thing as purely personal significance. To the extent that we create individual meaning at all, we do so from a shared language of objects, words, feelings, and experiences whose meanings have already been constructed by social groups. Similarly, there is no such thing as an individual consumer decision. we make our choices from assortments that society has provided, based on values and expectations that we have learned, questioned, embraced, or rejected as members of social groups.