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How Humans Became 'Consumers': A History
Until the 19th century, hardly anyone recognized the vital role everyday buyers play in the world economy.
By Frank Trentmann
“Consumption is the sole end and purpose of all production,” Adam Smith confidently announced in The Wealth of Nations in 1776. Smith’s quote is famous, but in reality this was one of the few times he explicitly addressed the topic. Consumption is conspicuous by its absence in The Wealth of Nations, and neither Smith nor his immediate pupils treated it as a separate branch of political economy.
It was in an earlier work, 1759’s The Theory of Moral Sentiments, that Smith put his finger on the social and psychological impulses that push people to accumulate objects and gadgets. People, he observed, were stuffing their pockets with “little conveniences,” and then buying coats with more pockets to carry even more. By themselves, tweezer cases, elaborate snuff boxes, and other “baubles” might not have much use. But, Smith pointed out, what mattered was that people looked at them as “means of happiness." It was in people’s imagination that these objects became part of a harmonious system and made the pleasures of wealth “grand and beautiful and noble."
This moral assessment was a giant step towards a more sophisticated understanding of consumption, for it challenged the dominant negative mindset that went back to the ancients. From Plato in ancient Greece to St. Augustine and the Christian fathers to writers in the Italian Renaissance, thinkers routinely condemned the pursuit of things as wicked and dangerous because it corrupted the human soul, destroyed republics, and overthrew the social order. The splendour of luxus, the Latin word for “luxury,” smacked of luxuria—excess and lechery.
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