In an analysis of the development of Thai identity and culture, an academic argues that much of what was promoted by the Tourism Authority of Thailand (TAT) as Thai identity and culture in the 1950s was invented for US consumers.   “It's the American consumers who showed the urban middle class Thais what to value about Thai culture,” said Matthew Phillips, a Southeast Asian Studies academic from Aberystwyth University in the UK, at the launch of his book at Thammasat University, Tha Prachan Campus, on Tuesday, 3 November 2015.