Love it or loathe it, we are all consumers and, at the beginning of the 21st century, we almost take our unlimited choices for granted. 'Abundance' exposes the reciprocal relationship between marketers and consumers. Previous accounts have given only fleeting attention to the relationship between buyers and sellers, and seldom considered the inner histories of both the marketing industry and the consumer protection movement.
Amanda McLeod shows that the development of complex and sophisticated marketing techniques elicited similarly developed responses from consumer advocates who fought for the consumer interest. In charting this complex legacy, McLeod ultimately concludes that the ideology of accumulation was embraced and strengthened during the post-war period of abundance.
