In the last decades, sociologists and anthropologists of consumption have been increasingly interested in emotions and in the seemingly contradictory concurrence of rational and emotional ideas and practices. Drawing on Illouz (2018a), this article suggests understanding the mutual enhancement of rationalization, commodification, and emotionalization as the outcome of an accelerating co-production of consumerist actions, commodities, and emotional lives. The article offers a historical analysis of the configuration of emotions and consumption, emphasizing the influence of psychological theories on the marketing sciences. It is demonstrated that it was throughout this process that consumers became increasingly defined in emotional terms and emotional experiences converted into commodities.
