The World of Consumption: The Material and Cultural Revisited (Economics as Social Theory) - Softcover

In the opinion of many people the last decade saw the arrival of the `consumer society'. However, the response of social theory to consumerism has been barely appropriate to the scale of the changes. As an antidote to this, the authors propose the adoption of a new, more inclusive theoretical approach, based on "systems of provision". This emphasises different forms of determination for different products. It also emphasises the essential continuity between the various aspects of consumption: production, distribution, marketing, advertising and sales.

Consumption is the sole end and purpose of all production' - Adam Smith Commodities are in love with money but the course of true love never did run smooth ' - Karl Marx For some theorists the consumer is king. The tastes and preferences of the individual, communicated through the magic mechanism of the market dictate what is produced and whether producers succeed or fail. For others comsumption traps the individual in a fetish like devotion to goods that can never satisfy real needs. Both positions have reached an apotheosis in the last decade, with the unequivocal arrival of the consumer society'. The World of Consumption presents a critical analysis of the major social theories of consumption before proceeding to develop new, more inclusive theory. The authors argue that individual commodities create their own distinct systems of provision', processes by which production, distribution, marketing and consumptioj are vertically integrated. Hence the function of marketing in the fashion industry is better explained by the function of other aspects of this industry. The book supports this argument with extensive case studies of the food and clothing systems.