Summary The paper discusses the constitution of the consuming subject in lifestyle practices of belonging and difference, taste and choice in the material circumstances of everyday living. It considers how lived moments of mundane activity can be understood, not simply as sites of social...

That a sizeable and expanding chunk of economic activity is generated by the consumption of goods and services related to caring for animal companions is well understood. That animal companions can bring pleasures that enrich the lives of their human companions is understood. That the...

The discipline of marketing draws heavily on viewpoints, concepts and methodologies originating outside its own field of study. As a fairly mature discipline, it can contribute to the development of emerging areas of study as well as benefiting from the new perspectives such new areas bring to...