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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.

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