Discover the profound connection between our purchasing decisions and our identities with “Consumer Behavior: Buying, Having, and Being, Global Edition.” This essential text delves into how our possessions, or lack thereof, shape our self-perception and relationships, especially in today’s digital and social media landscape. The 12th Edition by Solomon is thoroughly updated, reflecting current marketing trends and critical shifts in the field. Explore fascinating topics like “Dadvertising,” “Meerkating,” and the “Digital Self.” Relevant for both students and professionals, this book offers insights into the ever-evolving world of consumer behavior, making complex concepts accessible and personally applicable. Enhance your understanding of why we buy, what we own, and how it defines us.