Why Did I Buy That?

Research led by Dr David Yates

Have you ever wondered why you keep buying things you don't truly need? Or why your consumer choices feel so tied to who you are?

In this revelatory talk, Dr David Yates from the Management School looks at the psychological and structural forces that influence our shopping habits. Drawing on psychoanalytic theory and the concepts of desire, identity, ideology and the unconscious, Dr Yates explores the drivers of consumerism and the adaptability and persistence of neoliberal capitalism.

Come on down to the Sheffield Tap for a drink and discover why consumerism remains so resilient, how it shapes our everyday choices, and what it really means to be a consumer in today's world. Expect a lively discussion!