Søren Askegaard is Professor of Marketing at the University of Southern Denmark, Odense, and a visiting professor at Aalto University, Helsinki, Finland. Jacob Östberg is Professor of Advertising and PR at Stockholm Business School, Stockholm University, Sweden.

• 1.Introduction: The Institution and the Imaginary in a Nordic Light; Søren Askegaard and Jacob Östberg.- 2. Democracies of taste Ruled by the Law of Jante? Rudiments of a Nordic Sociology of Consumption; Henri A. Weijo.- 3. Market Wonderland: An Essay about a Statist Individualist Consumer Culture; Sofia Ulver.- 4. Why Can't They Behave? Theorizing Consumer Misbehaviour as Regime Misfit between Neoliberal and Nordic Welfare Models; Diane M. Martin, Frank Lindberg, and James Fitchett.- 5. Unacceptable Consumption: Conflicts of Refugee Consumption in a Nordic Welfare State; Maria Hokkinen.- 6. Swedish Dads as a National Treasure: Consumer Culture at the Nexus of the State, Commerce and Consumers; Susanna Molander, Jacob Östberg and Ingeborg Astrid Kleppe.- 7. Experiencing Nature through Nordic Restrictions and Freedom; Emma Salminen.- 8. Danish Welfare Exports as ‘The New Bacon’: Myth and Meaning of the Nordic Welfare Model as Glocal Cultural Commodity; Stine Bjerregaard and Dannie Kjeldgaard.- 9. Dark, Difficult, Depressing: Nordic Crime Novels in the Eyes of the Beholder; Pamela Schultz Nybacka.- 10. Nordic Branding: An Odyssey into the Nordic Myth Market; Lars Pynt Andersen, Dannie Kjeldgaard, Frank Lindberg and Jacob Östberg.- 11. Mythologies of Finnishness in Advertising; Juulia Pietilä, Jack S. Tillotson and Søren Askegaard.- 12. Perspectives on Hygge: The Kolonihave Discourse; Jeppe Linnet and Jonathan Bean.- 13. Nordic Consumer Culture Theory Research: Conversation in a Wine Bar; Benjamin J. Hartmann and Eric j. Arnould.