*Jon Alexander* # Progressive Summary # Definitions # Chapter Notes ## 3 - We're All Consumers Now > The word ‘consumer’ appears as a noun for the first time in the work of British economist William Stanley Jevons in the late 19th Century: in articulating ‘use value’ he was the first to argue that the value of, say, a watch depended most importantly not on what it cost the producer to make it, but on how much ‘the consumer’ wanted it. The verb ‘consume’ had long been in use, but with this linguistic step, Jevons for the first time created ‘the consumer’ as an identity construct. # Quotes # References