Primitive Aspects of Consumption in Modern American Society

Abstract

This article challenges the widely held assumption that the United States of America possesses a society characterized by modern values and a secular consumption ethic. Drawing upon concepts and techniques utilized by cultural anthropologists in the study of nonindustrialized societies, evidence is presented to support a view of U.S. consumption as an outlet for spiritual expression and the preservation of ethnic heritage. Humanistic research approaches such as participant observation are advocated.