This document discusses the changing nature of consumer identity and behavior in a multicultural American society. As the declining influence of traditional institutions gives rise to new social influences like shopping malls and media, consumer identity is increasingly expressed through marketplace choices and consumption of brands. Ethnic identity plays a role in how consumers define themselves and others, and is reflected in both public and private consumer behaviors. The marketplace has become both an economic exchange and a medium for cultural communication, where consumer choices help express and reinforce identities and values in this multicultural environment.

1. Multicultural America

2. Un-American Paranoia

5. Arab Scarf