The aim of this paper is provisionally review the researches accomplished within the “Revolution of the Consumption” program, that it is attributed to Neil McKendrick. Its starting point is this question: “Did a convulsion on the demand side that explain the British Industrial Revolution?”. Three possible answers are analysed: “the theory of the emulation” by McKendrick himself (1982), “the romantic ethic” by Colin Campbell (1989) and another one suggested of a set of works on the consumption of groceries. The main conclusion is that none of these answers is totally satisfactory.
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