Why people buy stuff

An article titled "Consuming Interests" in the University of Chicago Magazine looks at the field of commercial social science research. The article focusses on the history of Social Research, Incorporated, a social science research group which used social science methodologies to study consumers in the early 1950's. The company went on to revolutionize the market research field. Focus groups, brand image, and other staples of modern advertising all sprang from the work of a group of Chicago social scientists. These pioneering market researchers used tools from psychology, anthropology, and sociology to study a once-neglected topic: why people buy stuff.