The Ambivalent ConsumerIn The Ambivalent Consumer, Sheldon Garon and Patricia L. Maclachlan bring together an array of scholars who explore the ambivalence provoked, especially in East and Southeast Asia, by the global spread of "American" consumer culture. As the world's second largest economy, Japan has long engaged in a vibrant consumerism tempered by deeply held beliefs about morality, thrift, community, and national identity. Its neighbors in East and Southeast Asia