A History of American Consumption: Threads of Meaning, Gender, and Resistance

2017 | Business & Finance

The United States has been near the forefront of global consumption trends since the 1700s, and for the past century and more Americans have been the world's foremost consuming people. Informed and inspired by the literature from consumer culture theory, as well as drawing from numerous studies in social and cultural history, A History of American Consumption: Threads of Meaning, Gender, and Resistance tells the story of the American consumer experience, through the continuities and changes in three cultural threads over 300 years of history from the colonial era to the present. These threads recount the assignment of meaning to possessions and consumption, the gendered ideology and allocation of consumption roles, and resistance through anti-consumption thought and action. Brief but scholarly, this book provides a thought provoking, introduction to the topic of American consumption history informed by research in consumer culture theory.

Examining and explaining the core phenomenon of product consumption and its meaning in the lives of Americans and how it changed over time, making it a valuable contribution to the literature on the subjects of consumption and its causes and consequences. Readable and insightful, it will be of interest to scholars and advanced students in consumer behaviour, advertising, and marketing and business history.

Terrence H. Witkowski (Author)