Christmas again and time to consume. Do you think the consumers will spend less money due to the recession? Propably not. Why? Because now when many people think that the immediate crisis is over their behavior will go back to normal. Consumption patterns are deeply rooted in today’s society. McCracken writes an interesting article on the Harvard Business blog site and explains how consumers today are making and maintaining social lives through consumption. What’s good with this article is that McCracken looks at the consumers from a classical anthropological view, namely to understand consumption from the consumers’ point of view.