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Historical analysis refers to the methods, time periods, and places that have been used to study consumption in past human societies. Historians have studied consumption in its economic, cultural, and political forms. They use a variety of techniques, both quantitative and qualitative, to investigate changing consumption patterns and practices, and the changing meanings of consumption and “the consumer.” Although Enlightenment histories contained discussions of what is now called consumer behavior, it only emerged as a serious topic of historical research in the nineteenth century. Cultural historian Jacob Burckhardt examined the fashions, eating habits, and festivals of sixteenth-century Italy as a way of revealing important values in Italian culture. In the twentieth century, historians expanded their approach, becoming more systematic and analytical. They also moved forward in time and began to scan areas outside of western Europe. Werner Sombart argued that there was a casual link between luxury goods and preindustrial manufacturing, calling capitalism “the child of luxury.” Fernand Braudel explored how between 1500 and 1800 the lives of ordinary people in Europe and Asia were limited by material scarcity, including in consumption. A debate also emerged about the origins of consumer society, which was variously dated back to eighteenth century, between the 1880s and the 1920s, or after World War II. This hunt for origins has been abandoned, however, mainly over disagreements about how to define terms like consumer society or mass consumption. Attention has now shifted back to some of the concerns of Burckhardt: understanding the meanings of consumption, although with a more rigorous approach.

Economic Histories

Economic historians have focused on the importance of consumption in everyday economic behavior and its role in economic change. They explore changing levels of expenditure and ownership of possessions and shifts in the popularity of different kinds of goods, for example, the move from woolen to cotton clothing during the eighteenth century. These are often related to wider economic trends—in this case, the move in textile manufacturing from cottage industry (wool) to factory production (cotton). To compensate for the lack of household financial accounts in all periods, they have used a variety of sources including probate inventories, insurance records, and court records. This has enabled a careful examination of exactly what kinds of things people owned, the materials used, length of ownership, and cost. This approach is particularly well developed for clothing and has established that there was a lower-class interest in clothes and fashion by the eighteenth century, especially in England and France (Styles 2007; Roche 1994). Historians have also used international flows of commodities, such as sugar or rubber, to explore the connections within the imperial and world economies since ca. 1700.

Some historians have addressed debates over supply versus demand factors in causing economic growth. Jan de Vries has controversially argued that an increase in the consumption of commodities among lower-class European households was crucial for laying the foundations for the Industrial Revolution. Once households acquired the desire for new or better food, clothes, or furniture, they began to direct more of their labor and time toward production for the market and away from self-sufficiency. This meant they received more payment in money, enabling them to buy more consumer goods. It also increased the amount of commodity production taking place. De Vries has called this the “industrious revolution” and sees it as crucial for creating both the demand for the goods that would be produced by factories, as well as the time-disciplined workers needed to labor there.

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