This book challenges existing stereotypes about the 'consumer as chooser'. It shows how we must develop a more sophisticated understanding of consumers, examining their place and role as users of public services. The analysis shows that there are many different 'faces' of the consumer and that it is not easy to categorise users in particular environments.Drawing on empirical research, -The consumer in public services- critiques established assumptions surrounding citizenship and consumption. Choice may grab the policy headlines but other essential values are revealed as important throughout...