History and philosophy of the media

The analysis contrasts two approaches to market research: focusing on consumer behavior versus understanding the environmental context in which consumers operate. Citing Eric J. Arnold, the authors of "Elusive Consumption" advocate for studying the "water" rather than just the "fish," emphasizing that consumer interactions with market forces are best evaluated through their surroundings. While some critics argue for a more behavior-centric approach, the book delves into defining the consumer's environment and its impact on consumption patterns, based on extensive research.