These trends gathered momentum in the 18th century, as rising prosperity and social mobility increased the number of people with disposable income for consumption. Important shifts included the marketing of goods for individuals as opposed to items for the household, and the new status of goods as status symbols, related to changes in fashion and desired for aesthetic appeal, as opposed to just their utility. The pottery inventor and entrepreneur, Josiah Wedgewood, pioneered the use of marketing techniques to influence and manipulate the direction of the prevailing tastes. One of his preferred sales techniques was to stage expansive showcases of wares in this private residences or in a rented hall, to which he invited the upper classes.McKendrick, N., Brewer, J. and Plumb . J.H., The Birth of a Consumer Society: The Commercialization of Eighteenth Century England, London, 1982.
These trends gathered momentum in the 18th century, as rising prosperity and social mobility increased the number of people with disposable income for consumption. Important shifts included the marketing of goods for individuals as opposed to items for the household, and the new status of goods as status symbols, related to changes in fashion and desired for aesthetic appeal, as opposed to just their utility. The pottery inventor and entrepreneur, Josiah Wedgewood, pioneered the use of marketing techniques to influence and manipulate the direction of the prevailing tastes. One of his preferred sales techniques was to stage ex.pansive showcases of wares in this private residences or in a rented hall, to which he invited the upper classes.McKendrick, N., Brewer, J. and Plumb  J.H., The Birth of a Consumer Society: The Commercialization of Eighteenth Century England, London, 1982.