Mullen in the News

The interest graph and marketing to consumer aspirations

March 9, 2012 MullenLowe

I strongly believe that consumption is less about reflecting who we are–even though that’s clearly a fundamental dimension of it–as much as it’s about who we wish to be.

That quote comes from Paul Mullins, a professor at Indiana University-Purdue University and president of the Society for Historical Archaeology.  Professor Mullins’ new book, The Archaeology of Consumer Culture, proposes that the study of remnants from our past may offer us the best insights about who we, as consumers, are today.

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