Markets and the Arts of Attachment

Markets and the Arts of Attachment explores how sentiment, aesthetics and relationships are put to work in consumer markets. In this edited collection, contributors explore the tools and techniques used to work with sentiment, aesthetics and relationships in strategies.

The collection explores how sentiment and relations are organised in consumer markets. Social studies of economies and markets have much more to offer than simply adding some context, culture or soul to the analysis of economic practices. As this collection showcases, studying markets socially reveals how attachments between people and products are engineered and can explain how, and why, they fail. The contributors explore the tools and techniques used to work with sentiment, aesthetics and relationships through strategies including social media marketing, consumer research, algorithmic profiling, personal selling, and call centre and relationship management. The arts of attachment, as the various contributions demonstrate, play a crucial but often misunderstood role in the technical and organisational functioning of markets.

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