In The Persuaders, we discuss meanings. Where do these meanings come from? Are these permanent laws, like gravity or thermodynamics. Far from it. Meanings are social constructions. Like we saw in The Merchants of Cool, cool is far from permanent. I see social construction as the cornerstone of my take on consumer behavior. A good primer on the topic is Berger & Luckman's Social Construction of Reality (1966). A few selected quotes are here.