This study is an attempt to locate the practice of consumption within more general strategies of social self-definition. The essays in this volume are addressed to the understanding of consumption in terms of a larger matrix of social identity and the cultural strategies connected with it. The present volume focuses upon the relation between consumption and culturally specific strategies for self-definition, both on an individual and a group basis. Many of the essays are explicit attempts to deal with the complex articulation of modern commodities and "non-modern" modes of appropriation. The papers reflect and engage recent developments in anthropology such as the growing interest in personhood expressed in the numerous works of cultural psychology, and an increasing emphasis on the re-envisioning of culture as continually constructed in socially differentiated practice. As such, these papers deal with consumption as part of the practice of social identity and the construction of culturally specific forms of life.