From marketplace to domestic space : a comparative analysis of the processes of consumption in Bristol, England, and Boston, Massachusetts, c1700-1760
This thesis analyses the processes of consumption in the eighteenth-century Atlantic world and the ways consumer marketplaces affected such processes. It identifies differences in the interactions, experiences and priorities of consumers and retailers on both sides of the Atlantic, through an analysis of the process of consumption in Bristol, England, and Boston, Massachusetts, between c1700 and c.1760, from the advertising of a range of consumer goods in newspapers, to evidence of their purchase in household accounts, and their ownership in probate inventories. Just as eighteenth-century shopkeepers in both cities worked to improve the physical experience of shopping for their customers, they also strove to create virtual consumer spaces in their newspaper advertisements, especially for a selection of fashionable goods, through the increasing use of descriptive adjectives. Despite these marketing efforts, household accounts provide evidence that consumers continued to spend a large proportion of their income on a wide range of basic household consumables that were not heavily advertised, sold through a network of supply based on reputation, loyalty and familiarity. Suppliers included family members, local
Talbot, C.
consumption ; Probate inventories ; Newspaper advertisements ; Household accounts ; Processes of Consumption
From marketplace to domestic space : a comparative analysis of the processes of consumption in Bristol, England, and Boston, Massachusetts, c1700-1760. This thesis analyses the processes of consumption in the eighteenth-century Atlantic world and the ways consumer marketplaces affected such processes. It identifies differences in the interactions, experiences and priorities of consumers and retailers on both sides of the Atlantic, through an analysis of the process of consumption in Bristol, England, and Boston, Massachusetts, between c1700 and c.1760, from the advertising of a range of consumer goods in newspapers, to evidence of their purchase in household accounts, and their ownership in probate inventories. Just as eighteenth-century shopkeepers in both cities worked to improve the physical experience of shopping for their customers, they also strove to create virtual consumer spaces in their newspaper advertisements, especially for a selection of fashionable goods, through the increasing use of descriptive adjectives. Despite these marketing efforts, household accounts provide evidence that consumers continued to spend a large proportion of their income on a wide range of basic household consumables that were not heavily advertised, sold through a network of supply based on reputation, loyalty and familiarity. Suppliers included family members, local
marketplace domestic_space comparative_analysis process consumption bristol england boston analysis process consumption eighteenth_century atlantic_world way consumer marketplace affect process identifies difference interaction experience priority consumer retailer side atlantic analysis process consumption bristol england boston advertise range consumer good newspaper evidence purchase household account ownership probate inventory eighteenth_century shopkeeper city work improve physical experience customer also strive create virtual consumer space newspaper advertisement especially selection fashionable good increase_use descriptive adjective despite marketing effort household account provide_evidence consumer continue spend large_proportion income wide_range basic household heavily advertise sell network supply base reputation loyalty familiarity include family_member local