Purpose – This purpose of this paper is to investigate the policies and consequences of state‐directed consumerism in Iran during the reign of Shah Abbas I (1587–1629) of the Safavid dynasty. Design/methodology/approach – The research is based upon several secondary literatures,...

Purpose – This study seeks to further understanding of spectator consumption practices by applying modern consumer theory in a much different historical context: the gladiator games during the time of the Roman Empire. The objective is to validate modern ideas of consumption practices with...