Offering a novel view on morality in consumption, this book creatively examines how the seven deadly sins - pride, greed, lust, gluttony, envy, wrath, and sloth - are embodied in contemporary consumer society. Each of the seven chapters summarizes previous literature of the sins across disciplinary boundaries, and explores how consumption is likely to change in the future. The sins are presented as social, historical, cultural and political constructs, relying on the underlying assumptions of cultural consumer research. Each is elaborated on within particular consumption and marketing-related spheres, including advertising, retail environment, convenience food consumption, poverty, and ethical consumption. Consequently, the book provides a new way to understand contemporary consumer culture. Although beginning with the dark notions of sinfulness, the authors conclude with a hopeful tone for positive transformations in consumption. This fascinating book will be of significant interest to consumer researchers and post-graduate students studying the effects of consumption in social science disciplines, including marketing, business and sociology. Contributors include: L. Alhonnoro, P. Berg, P. Borisov, J. Gummerus, K. Hellen, A. Huuhka, M.-M. Jaskari, H. Kauppinen-Raisanen, P. Laaksonen, H. Leipamaa-Leskinen, H.T. Luomala, A. Norrgrann, C. Rodriguez Santos, J. Sihvonen, H. Syrjala, M. Saaksjarvi, L.L.M. Turunen, C. von Koskull

This book provides theoretical, methodological and practical insights into the use of autoethnography as a research methodology. Autoethnography offers unique possibilities to gain an in-depth understanding of social and cultural contexts as well as research topics through description and reflective analysis of personal, lived experiences. In this methodology, the researchers self-narratives enable exceptional insider perspectives into phenomena that can otherwise be inaccessible, or where similar situated understanding is difficult to attain through other methods. Yet, the book discusses how autoethnography goes beyond researchers self-stories by making sense of the complex social worlds where the studies take place. The seven autoethnographies of the book demonstrate the multifacetedness of this approach in an intriguing and insightful way. The collection showcases different types of autoethnography, and illuminates practical as well as ethical considerations in conducting this type of research. The contributors of this collection also take us on fascinating journeys into their fields around the globe, demonstrating how autoethnography can be applied in versatile ways. The book highlights how it can be employed for different purposes and to approach multifarious cultural phenomena in a variety of academic disciplines, from information systems, tourism, and consumer research to education, literature and psychology. For researchers and students with an interest in qualitative research methodology, this book offers rich and captivating illustrations of the opportunities and benefits as well as practical tools for avoiding pitfalls while using this methodology. The field provides accounts into different cultural phenomena, making the book not only an educational, but also an exciting read.