This edited collection explores the notion of agency by tracing the role and activities of consumers from the pre-internet age into the possible future.

Consumer Identities explores the notion of agency by tracing the role and activities of consumers from the pre-Internet age into the possible future. Using an overview of the historical creation of consumer identity, the collection demonstrates that active consumption is not merely a product of the digital age; it has always been a means by which a person can develop identity.