Becoming Consumers - Looking beyond Wealth as an Explanation of Villa Variability. Perspectives from the East of England

This research provides a comprehensive study of the social and psychological characteristics of modern 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 investment in the 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 for a closer look at the decision-making of individuals and the determinants that can influence personal choice. Case-studies are offered that rigorously examine a range of apparently status-enhancing 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.

About the author

Christopher Barry Martins

Product details

• Authors: Christopher Martins, Christopher Barry Martins
• Publisher: British Archaeological Reports Oxford Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 31.12.2005
• EAN: 9781841719009
• ISBN: 978-1-84171-900-9
• No. of pages: 210
• Dimensions: 210 mm x 297 mm x 14 mm
• Weight: 821 g
• Series: BAR British; BAR British Series
• Subjects: Humanities, art, music > History > Antiquity; Social sciences, law, business > Social sciences (general)