| Book Review | The Journal of American History, 92.2

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| Book Review | The Journal of American History, 92.2 | The History Cooperative

Book Review

Point of Purchase: How Shopping Changed American Culture. By Sharon Zukin. (New York: Routledge, 2003. 325 pp. $26.00, ISBN 0-415-94597-6.)

Sharon Zukin's provocative and lively book, Point of Purchase, provides readers with a fascinating interdisciplinary look at shopping. Beginning with what should be obvious, but frequently is not—namely, that shopping and consumption are distinct activities—she examines consumption from a variety of perspectives: historical, sociological, anthropological, and psychological. Given the number of academic disciplines she tries to straddle, it is not surprising that specialists in each of these fields might have reservations about some of her findings. This, however, should not diminish the value of her work. For what Zukin does is encourage a much-needed conversation not only between the present and the past but also—and perhaps more significantly—among academic fields. The result is a book that might not provide definitive answers but posits some truly intriguing questions.

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