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Consumer behavior has been a fascinating field to study, and Richins' views of consumer behavior scholarship have been strongly influenced by my early life experiences. Richins grew up in an era when marketing was looked upon with some distaste. Popular books and the writings of influential social scientists, had created a sense among the public that marketing is exploitive and manipulative. And there were no countering voices to explain the positive impacts that business and our economic system (more generally) have on society.