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date: 22 July 2019

Abstract and Keywords

This chapter serves as the introduction to The Oxford Handbook of Consumption. The Handbook consolidates the most innovative recent work in consumption research conducted by social scientists and identifies some of the most fruitful lines of inquiry for future research. While the book emphasizes sociocultural and qualitative research, it also includes key findings from network analyses, quantitative and comparative analysis, and social experiments. The book begins by embedding marketing in its global history, enmeshed in various political, economic, and social sites. From this embedded perspective, the book branches out to examine the rise of consumer culture theory among consumer researchers and parallel innovative developments in sociology and anthropology, with scholarship analyzing the roles that identity, social networks, organizational dynamics, institutions, market devices, materiality, and cultural meanings play across a wide variety of applications, including, but not limited to, brands and branding, the sharing economy, tastes and preferences, credit and credit scoring, consumer surveillance, race and ethnicity, status, family life, well-being, environmental sustainability, social movements, and social inequality.

Keywords: brands, consumer culture theory, consumption, inequality, race and ethnicity, sharing economy, tastes

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