This book investigates whether the rigid, scientific frameworks of neo-classical marketing can be effectively challenged by the principles of the Romantic movement. Stephen A. Brown, alongside a cohort of prominent marketing scholars, argues that the field has become overly reliant on Enlightenment-era ideals of dispassion and objective truth. By introducing concepts of individuality, innovation, and imagination, the contributors propose a shift toward a more humanistic and creative approach to consumer research.

Experts recognize this work as a significant contribution to the critical marketing movement, often citing its departure from traditional quantitative norms. Readers frequently note the academic density of the prose, which is intended for scholars and advanced students interested in the philosophy of consumer research.