What is the topic of this book? The title may seem puzzling to many since it seemingly refers to a non-existing fi eld of study. No academic program or any scientifi c journal caters to and carries the torch of such a domain of research. “Social theory on consumption” is a neologism as a denominator. The irony becomes even thicker when the title also seems to assume that there is such a thing as canonical authors in this non-existing fi eld of study. Already at this point, the reader may have started to expect some kind of avant-garde scientifi c experiment – or a public joke – in the legacy of John Cage’s composition 4:33 or Yves Klein’s empty gallery. However, even if we wanted it to be, and even though we have included some of our most respected and talented colleagues in this project, we could never claim such a signifi cant contribution to cultural life.