Devising Consumption

The book explores the vital role played by the financial service industries in enabling the poor to consume over the last hundred and fifty years. Spending requires means, but these industries offered something else as well – they offered practical marketing devices that captured, captivated and enticed poor consumers. Consumption and consumer markets depend on such devices but their role has been poorly understood both in the social sciences and in business studies and marketing. By advancing the case for a pragmatic understanding of how ordinary, dull, everyday consumption is arranged, the book offers an alternative to orthodox approaches, which will appeal to broader interdisciplinary audiences interested in questions about how, and why, consumer markets work.