Consuming Behaviours: Identity, Politics and Pl, (Editor), (Editor), (Ed PB..

Taylor & Francis

In twentieth-century Britain, consumerism increasingly defined and redefined individual and social identities. New types of consumers emerged: the idealized working-class consumer, the African consumer and the teenager challenged the prominent position of the middle and upper-class female shopper. > In twentieth-century Britain, consumerism increasingly defined and redefined individual and social identities. New types of consumers emerged: the idealized working-class consumer, the African consumer and the teenager challenged the prominent position of the middle and upper-class female shopper. Linking politics and pleasure, Consuming Behaviours explores how individual consumers and groups reacted to changes in marketing, government control, popular leisure and the availability of consumer goods.From football to male fashion, tea to savings banks, leading scholars consider a wide range of products, ideas and services and how these were marketed to the British public through periods .