Includes bibliographical references (p. 251-265) and index.

Now Entering Consumerspace: Welcome to a Branded World -- The Good Old Days of Marketerspace -- The Consumer as Couch Potato -- Broadcasting Is Dead. Long Live Narrowcasting -- Goodbye White Bread. Hello Bagels, Tortillas, and Croissants -- Getting to Know You -- Consumer.com -- You Say Tomato ... -- I Consume, Therefore I Am -- The Ties That Bind -- "He Who Dies with the Most Toys, Wins ..." -- The Global Village: Exporting Nike Culture -- Products as Symbols -- By Your Toys Shall They Know You -- The Brand Personality -- Is It Real or Is It ... -- Signposts of Meaning -- Psst. Wanna Buy a Bootleg Steveland Morris Hardaway CD? -- From Hype to Hyperreality -- The Church of McDonald's -- Zeus Meets Nike -- Love Me, Love My Brand -- Now Appearing at a Department Store Near You -- Can I Play? Participatory Marketing -- How Products Get Their Meaning in Consumerspace -- Actors on the Stage of Consumerspace -- Are You What You Buy? -- The Extended Self -- I Am Not, Therefore I Am -- Product Constellations: The Forest or the Trees? -- Learning the Script -- Cool Radar -- The Meme Messengers -- The Style Funnel: Building Up and Breaking Down -- Cultural Selection: Survival of the Coolest -- Cultural Gatekeepers: Guarding the Doors of Consumerspace -- Music to Our Ears -- Decoding the Formula -- O Pioneers!: Scanning Global Youth Culture -- Teen Angels -- Consumers-in-Training -- Reaching Kids Where They Live (and Learn) -- Youth Is Wasted on the Young -- Global Youth Culture: It's a Small World After All -- Marketing: The New Esperanto -- Youth Tribes -- Made in Japan -- Connecting in Consumerspace -- Virtual Tribes -- Fantasies in Consumerspace -- Instant Messaging, Instant Gratification -- In Pursuit of Cool -- Chewing the Phat: Cool Hunters and the Teen Safari -- Tracking a Moving Target -- Cool Hunters: Now Lukewarm? -- Teen CyberCommunities -- Here's Where You Can Stick Your Ad: Customers Talk Back -- From a One-Night Stand to a Relationship -- Love, American Style -- CRM: Getting Up Close and Personal -- One Size Doesn't Fit All -- Who Controls the Remote? Interactive Programming -- Levels of Interactive Response -- User-Generated Content -- Turning the Tables: The Consumer as Producer -- Fandom and Hero Worship -- Collectors -- Auctions and Swap Meets -- Network Marketing: Virtual Tupperware Parties -- Consumed Consumers -- From Pawns to Partners: Turning Customers into Codesigners -- Fail Early and Often -- Build an Employee Suggestion Box -- Learning by Observing: Do You Mind if I Watch? -- Have It Your Way -- The Customization Revolution -- Customization Comes in Different Flavors -- Getting Their Hands Dirty: The Customer as Codesigner -- The Voice of the Consumer -- Design For, With, or By -- Virtual Codesign: Getting Online Feedback -- Virtual Voices: Building Consumerspace Online -- Brand Communities -- Types of Communities -- Community Structures -- "I Like to Watch": Types of Netizens -- Virtual Models: Beauty Is Only Skin Deep, but Ugly Is to the Bone -- My Life as a Sim ... ulation -- The Corporate Paradox -- Pure Hype Communities -- Hybrid Communities -- Gaming and Advergaming -- Viral Marketing: Spread the Good Word -- Faux Buzz Communities -- Ratings and Rip-Offs -- Pure Buzz Communities -- Virtual Kingdoms -- The Corporate Paradox Redux -- The Disneyfication of Reality: Building Consumerspace Offline -- A Pilgrimage to Orlando -- Themed Environments: Build It and They Will Shop -- The Store as Theme Park -- The Ethnic Restaurant: Chowing Down on Culture -- Consuming Authenticity -- Authentic, but Not Too Authentic -- Reality Engineering -- Guerrilla Marketing -- Product Placement: Brands Are the Story -- I Buy, Therefore I Am: Shopping in Consumerspace -- The Thrill of the Hunt -- Shop ... and Bond -- Gift unto Others ... -- The Dark Side of Shopping -- Retail Atmospherics: Build It and They Will Come -- The Do-It-Yourself Mall -- Scentual Marketing -- The Sound of Muzak -- Shop the Store, Buy the Soundtrack -- POP Goes the Shopper -- Participatory Shopping: The Mall as Amusement Park -- Participatory Shopping: Bricks -- Participatory Shopping: Clicks -- Trouble in Paradise: Culture Jamming in Consumerspace -- Vox Populi -- America: Culture Jamming and Brand Bashing -- Negative WOM -- Protest Sites -- The Rumor Mill -- The Customer Is Never Right -- Anticonsumption: Power to the People -- The Dark Side of Consumers -- Consumer Terrorism -- Consumer Terrorism Offline -- Consumer Terrorism Online -- The Value of Me: Who Owns Our Minds, Our Bodies--and Our Data? -- Subliminal Subversion -- Whose Hand Is in the "Cookie" Jar? -- None of Your Business -- Sorry, Not Interested ... -- Simply, Consumerspace -- Escape from Freedom: The Paradox of Consumerspace -- It's About Time -- Waiting Is a No-No -- I, Robot? -- Mental Accounting -- To Search or Not to Search -- Offline Filtering Agents: Legs and Brains -- What Would Tiger Woods Do? -- Surrogate Consumers -- Online Filtering Agents -- Cybermediaries: Virtual Middlemen -- Intelligent Agents: Do I Have a Book for You! -- Epilogue: Lessons Learned in Consumerspace.

"Conquering Consumerspace" reveals the accelerating blurring of traditional boundaries between branded commodities and everyday life.