to enjoy Rob Walker's consumption

And I look forward to enjoy Rob Walker's consumption in every Sunday "New York Times magazine. Recent topics have included Safeway pirate treasure, pushed to the organic store brand and magic flip video camera.
I found that the column is interesting, insightful and over in one's mind.
So, I be very much puzzled by Mr. Walker's acclaimed book. Buy back the curtain, Walker as everyone knows, there is a "secret conversations, what we buy, who we are", because although consumers almost always require them to make rational factors, such as price, purchase convenience and quality based on (here comes the secret), this is not correct.
He was referring to a Roper in the study, only 1/5 of the respondents said, the brand is a factor, what they buy, and then he through it. He said, there is a "knee-jerk prejudices mark", and use "admit" words to describe the feelings, as we feel that if we have to admit that, regardless of the brand, image, signs and symbols. "Washington Post." the book, "Walker... A startling: far immune advertising, many people think that the United States of America, consumers in the marketing process has become increasingly active participants."
Mr. Bronson has a serious respect, I doubt the company / brand, such as Sony, Mentos, Kang Custer (a sleeping and technical personnel are on the Internet, plastered and Bob Garfield "Jihad for consumption.") and AOL (multiple video riffing Vinnie Fala Lee's experience) will think this news consumers anatomy, any way they like using and co-opted brand.
Many consumers in the world based on desire and pleasure. Are not here to make a fool of oneself (overruns side): many if not most consumer franchise is built on the brand, rather than functional differences, I know people know it.