Consumerism in World History examines both the history and global appeal of the phenomenon of consumerism. The book draws on research of the consumer experience in the West and Japan while also examining societies less well-known for consumerism, such as those in Africa. The Emergence of Consumerism describes what consumerism was at its outset: how it happened (new sales techniques, outlets, goods) and aspects of human behavior and perceived needs. While the origins of consumerism are debatable and date far back in history, consumer societies existed by the mid-eighteenth century in Britain, France, the Low Countries and parts of Germany and Italy. Consumerism, then, was located in societies where a commercial economy was most completely developed and access to global products was increasing. Consumerism also involved changes in people’s perceived needs and aspirations. Shopkeepers and consumer goods producers quickly realized that people’s wants and needs could be stretched. Consumerist needs and particular goods are discussed.
