Consumerism in World History : The Global Transformation of Desire

The desire to acquire luxury goods and leisure services is a basic force in modern life.

Consumerism in World History explores both the historical origins and world-wide appeal of this relatively modern phenomenon.

By relating consumerism to other issues in world history, this book forces reassessment of our understanding of both consumerism and global history.

Consumerism in World History draws on recent research of the consumer in the West and Japan, while also examining societies less renowned for consumerism, such as Africa.

Raising new issues about change and continuity in western history and discussing specific societies in world history, the book presents: human societies before consumerism and how they have changed; the origins of modern consumerism in western society; the extent to which consumerism undercuts traditional regional cultures; consumerism in Russia, East Asia, Africa and the Islamic Middle East; contemporary issues and evaluations of consumerism.