Today's Japan is one of the most highly developed consumer markets. For its people shopping has presumably become the most important leisure and social activity and companies try to attract customers with continuous product and sales innovations. The course investigates this intricate relationship between business and consumer, economics and society, by looking at various case studies, for each critically identifying and discussing patterns of consumption and marketing from a multidisciplinary perspective. These case studies may include department stores, vending machines, electronic gadgets, branded merchandise, food, gift giving, and fashion goods.