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In this book, Colin Campbell grapples with the complex sociological conundrum of how a form of capitalism that originally valued thrift and prudence ultimately birthed a modern consumerist society. The volume discusses how and why a consumer-oriented society emerged from a Europe that once embodied what Max Weber described as the "Protestant ethic." Moreover, Campbell investigates how this emergence can be squared with the rise of the romantic ethic. In addition to discussing the origins and evolution of modern consumerism, the book provides a rich theorization of the modern logic and values structuring contemporary consumer behavior.