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Reluctant CapitalistsBookselling and the Culture of Consumption$
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Laura J. Miller

Print publication date: 2006

Print ISBN-13: 9780226525907

Published to Chicago Scholarship Online: February 2013

DOI: 10.7208/chicago/9780226525921.001.0001

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Bargaining with the Rational Consumer: Selling the Low-Cost Book

Bargaining with the Rational Consumer: Selling the Low-Cost Book

(p.141) Chapter 6 Bargaining with the Rational Consumer: Selling the Low-Cost Book
Reluctant Capitalists

Laura J. Miller

University of Chicago Press

This chapter examines the historical development of the practice and ideology of discounting in the book trade in the U.S. It describes the efforts of book professionals to counter the figure of the bargain-hunting consumer and highlights the criticisms against the practice of price-cutting. This chapter also describes how price-cutting by regular bookstores, which became institutionalized in the 1970s and 1980s, contributed to the growth of bookstore chains and other mass merchandisers while contributing to the demise of independents.

Keywords:   discounting, book trade, U.S., book professionals, bargain-hunting consumer, price-cutting

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