This program places consumers under a microscope to quantify the psychological spectrum of buying, from everyday habits that typically steer Americans through their supermarkets and malls to a clinical disorder in which the high of making a purchase becomes the goal of shopping. James Twitchell, author of ADCULT USA; psychologist David Lewis, author of The Soul of the New Consumer; Brian Wansink, director of the Food and Brand Lab, established at the University of Illinois and later moved to Cornell University; brand strategist Robin Lauffer; and others focus on a variety of topics, including the biochemistry of shopping, the intersection of branding and lifestyle, consumerism as a way of life, and compulsive shopping disorder. Original BBC broadcast title: Buy-ology: Program 1. (51 minutes)