Gideon Reuveni is Reader in History and Director of the Centre for German-Jewish studies at the University of Sussex. His central research and teaching interest is the cultural and social history of modern European and Jewish history.

'Moving beyond the stereotypes, this brilliant, wide-ranging, innovative, meticulously researched and very readable history of how Jews were targeted as consumers and Jewish consumer practices sheds new light on Jews' relation to modernity. Reuveni takes the reader from Europe to the United States and Israel, showing how buying, or refusing to buy, goods had political, social and cultural consequences.' Leora Auslander, University of Chicago

• Part I. Narratives of Belonging: 1. Producers, consumers, Jews and antisemitism in German historiography; 2. Ethnic marketing and consumer ambivalence in Weimar Germany; 3. The Jewish question and the changing regimes of consumption; 4. What makes a Jew happy? Longings, belongings and the spirit of modern consumerism; Part II. The Politics of Jewish Consumption: 5. Emancipation through consumption; 6. Boycott, economic rationality and Jewish consumers in interwar Germany; 7. Advertising national belonging; 8. The consumption of Jewish politics; Part III. Homo Judaicus Consumerus: 9. The cost of being Jewish; 10. Place and space of Jewish consumption; 11. The world of Jewish goods; 12. Spending power and its discontents; 13. Beyond consumerism: the bridge, the door and the cultural economy approach to Jewish history.

Gideon Reuveni is Reader in History and Director of the Centre for German-Jewish studies at the University of Sussex. His central research and teaching interest is the cultural and social history of modern European and Jewish history.

'Moving beyond the stereotypes, this brilliant, wide-ranging, innovative, meticulously researched and very readable history of how Jews were targeted as consumers and Jewish consumer practices sheds new light on Jews' relation to modernity. Reuveni takes the reader from Europe to the United States and Israel, showing how buying, or refusing to buy, goods had political, social and cultural consequences.' Leora Auslander, University of Chicago

• Part I. Narratives of Belonging: 1. Producers, consumers, Jews and antisemitism in German historiography; 2. Ethnic marketing and consumer ambivalence in Weimar Germany; 3. The Jewish question and the changing regimes of consumption; 4. What makes a Jew happy? Longings, belongings and the spirit of modern consumerism; Part II. The Politics of Jewish Consumption: 5. Emancipation through consumption; 6. Boycott, economic rationality and Jewish consumers in interwar Germany; 7. Advertising national belonging; 8. The consumption of Jewish politics; Part III. Homo Judaicus Consumerus: 9. The cost of being Jewish; 10. Place and space of Jewish consumption; 11. The world of Jewish goods; 12. Spending power and its discontents; 13. Beyond consumerism: the bridge, the door and the cultural economy approach to Jewish history.

Gideon Reuveni is Reader in History and Director of the Centre for German-Jewish studies at the University of Sussex. His central research and teaching interest is the cultural and social history of modern European and Jewish history.

'Moving beyond the stereotypes, this brilliant, wide-ranging, innovative, meticulously researched and very readable history of how Jews were targeted as consumers and Jewish consumer practices sheds new light on Jews' relation to modernity. Reuveni takes the reader from Europe to the United States and Israel, showing how buying, or refusing to buy, goods had political, social and cultural consequences.' Leora Auslander, University of Chicago

• Part I. Narratives of Belonging: 1. Producers, consumers, Jews and antisemitism in German historiography; 2. Ethnic marketing and consumer ambivalence in Weimar Germany; 3. The Jewish question and the changing regimes of consumption; 4. What makes a Jew happy? Longings, belongings and the spirit of modern consumerism; Part II. The Politics of Jewish Consumption: 5. Emancipation through consumption; 6. Boycott, economic rationality and Jewish consumers in interwar Germany; 7. Advertising national belonging; 8. The consumption of Jewish politics; Part III. Homo Judaicus Consumerus: 9. The cost of being Jewish; 10. Place and space of Jewish consumption; 11. The world of Jewish goods; 12. Spending power and its discontents; 13. Beyond consumerism: the bridge, the door and the cultural economy approach to Jewish history.