Book Review in Winnipeg Free Press

Thanks to MC for letting me know about this. From Sunday’s Winnipeg Free Press:

A different take on consumer power

Sunday, July 30th, 2006. Reviewed by Lindsey Wiebe

make choices every day," writes Ontario author Tom Slee. "We choose the
clothes we wear, the way we travel, the movies we watch, and the places
we shop."

But even with all this choice, Slee says, the rich are getting richer, while the middle class and poor are losing ground.

"What has gone wrong?" he asks in this thought-provoking mix of academic and social critique.

"Why is it that with more choices than any in society in history, we do not get what we want?"

These basic questions form the underpinnings of this first book by the Waterloo software professional and researcher.

it, Slee explores the pitfalls of a free-market economy; in particular,
what he refers to as "MarketThink," the idea that consumers control the
market, and can hold corporations accountable.

Slee does his
best to debunk this mindset, arguing that even the most reasonable of
individual decisions can produce negative results for the general

Much of the book revolves around the fictional foibles of Jack and Jill, who live in the made-up town of Whimsley.

Slee uses the characters to illustrate the routine conflicts between personal and public gain.

Jack support a downtown department store, or visit a newly opened
big-box development? And does it really matter if Jill leaves litter in
a public park, when surely others will be more environmentally

No One Makes You Shop at Wal-Mart also draws on
real-world examples of difficult choices, tackling everything from the
issue of herd mentality to the problem of "free-riders," those who act
in their own best interests while assuming, often mistakenly, that
others will work for the public good.

Slee’s reasoning is
persuasive, and his examples numerous and far-reaching: the contentious
subject of international pollution credits, for one, or the perennial
public vs. private school debate.

But although No One Makes You
Shop at Wal-Mart is more accessible than the average academic text, it
still falls short of mass-market appeal, and those unfamiliar with game
theory might find some sections slower than others.

pacing is often sluggish, and the overall arrangement of material feels
unfocused. The sheer number of examples to deconstruct is also a little
daunting, an ironic flaw in a book about the dilemmas of choice.

Slee may have been better off focusing on fewer but more detailed examples to plead his case.

the positive side, Slee’s in-text citations are clear and easy to
follow, and readers hoping to learn more about the complexities of
decision-making will come out with a solid list of followup books.

One Makes You Shop at Wal-Mart doesn’t qualify as light summer reading.
However, the book does offer an intriguing critique of dominant ideas
on consumer power, and puts forward a valid argument for the benefits
of collective decision-making and regulation.

Lindsey Wiebe is a Free Press reporter.

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