This is a book about the relationship between the self and consumer society in America. There are many books and articles that explain consumerism in the twentieth century. through politics, economics, and sociology. Th is book is about both the psychological roots of consumer society in the self—why we buy—and the reciprocal infl uences between self and society. Why I buy explains how consumption came to imbue social and personal life and value. By exploring the relationship between oue individual needs and our institutions, Gabriel shows how many of the difficulties faced by our shared social resources - for example, public education and health care - are a direct result of our consumer- centered society. After offering an analysis of the psychological roots of the consumer society in America, Gabriel points the way towards a more sustainable future.