Becoming consumers : looking beyond wealth as an explanation for villa variability : perspectives from the East of England
This thesis provides a comprehensive study of the social and psychological characteristics of modem consumer behaviour that is then used as an interpretative perspective with which to consider the evidence for a selection of villas in Roman Britain. Existing explanations for the development and aggrandizement of these country properties of the elite are contextualised and the commonly-applied hypothesis of conspicuous consumption is critiqued. A quantifiable 'costing' model is introduced and consumer theories are summarised against a background of Roman archaeology. The consumer approach allows us to get closer to the decision-making of the individual and the determinants that can influence personal choice are considered. Case-studieasr e offered that rigorouslye xaminea rangeo f apparentlys tatusenhancing amenities on villas within a framework that focuses on specific consumption arguments. This process serves to question existing orthodoxies. Important and under-appreciated contexts in which social identity could be expressed were the Roman roads that passed close to villas, and this suggestion is explored. A wider outcome of the burgeoning desire to consume in elite society may have been psychological change.
Martins, Christopher Barry
Becoming consumers : looking beyond wealth as an explanation for villa variability : perspectives from the East of England. This thesis provides a comprehensive study of the social and psychological characteristics of modem consumer behaviour that is then used as an interpretative perspective with which to consider the evidence for a selection of villas in Roman Britain. Existing explanations for the development and aggrandizement of these country properties of the elite are contextualised and the commonly-applied hypothesis of conspicuous consumption is critiqued. A quantifiable 'costing' model is introduced and consumer theories are summarised against a background of Roman archaeology. The consumer approach allows us to get closer to the decision-making of the individual and the determinants that can influence personal choice are considered. Case-studieasr e offered that rigorouslye xaminea rangeo f apparentlys tatusenhancing amenities on villas within a framework that focuses on specific consumption arguments. This process serves to question existing orthodoxies. Important and under-appreciated contexts in which social identity could be expressed were the Roman roads that passed close to villas, and this suggestion is explored. A wider outcome of the burgeoning desire to consume in elite society may have been psychological change.
becoming consumer look_beyond wealth explanation villa variability perspective east_england provide_comprehensive study social_psychological characteristic modem consumer_behaviour use interpretative perspective consider evidence selection villa roman_britain existing explanation development country property elite contextualised commonly applied hypothesis conspicuous consumption critique quantifiable model introduce consumer theory summarise background roman archaeology consumer allow get closer decision_making individual determinant influence personal choice consider case offer villa within_framework focus_specific consumption argument process serf question exist orthodoxy important under appreciated context social_identity could express roman_road pass close villa suggestion explore wider outcome burgeon desire consume elite_society may psychological change