Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 15 August 2020

Abstract and Keywords

In the last decades, sociologists and anthropologists of consumption have been increasingly interested in emotions and in the seemingly contradictory concurrence of rational and emotional ideas and practices. Drawing on Illouz (2018a), this article suggests understanding the mutual enhancement of rationalization, commodification, and emotionalization as the outcome of an accelerating co-production of consumerist actions, commodities, and emotional lives. The article offers a historical analysis of the configuration of emotions and consumption, emphasizing the influence of psychological theories on the marketing sciences. It is demonstrated that it was throughout this process that consumers became increasingly defined in emotional terms and emotional experiences converted into commodities.

Keywords: commodification, consumption, emotion, performativity, consumer studies

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.