FREE Delivery in the UK.
In stock.
Dispatched from and sold by Amazon. Gift-wrap available.
The Challenge of Affluenc... has been added to your Basket
+ £2.80 UK delivery
Used: Good | Details
Condition: Used: Good
Comment: Ships from the UK within 24 hours. Your purchase supports authors through the Book Author Resale Right. Covers creased.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

The Challenge of Affluence: Self-Control and Well-Being in the United States and Britain Since 1950 Paperback – 20 Dec 2007

4.5 out of 5 stars 4 customer reviews

See all formats and editions Hide other formats and editions
Amazon Price
New from Used from
"Please retry"
£12.10 £9.11
Note: This item is eligible for click and collect. Details
Pick up your parcel at a time and place that suits you.
  • Choose from over 13,000 locations across the UK
  • Prime members get unlimited deliveries at no additional cost
How to order to an Amazon Pickup Location?
  1. Find your preferred location and add it to your address book
  2. Dispatch to this address when you check out
Learn more

Top Deals in Books
See the latest top deals in Books. Shop now
£25.99 FREE Delivery in the UK. In stock. Dispatched from and sold by Amazon. Gift-wrap available.
click to open popover

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone

To get the free app, enter your mobile phone number.

Top Deals in Books
See the latest top deals in Books. Shop now

Product details

  • Paperback: 472 pages
  • Publisher: Oxford University Press, USA (20 Dec. 2007)
  • Language: English
  • ISBN-10: 0199216622
  • ISBN-13: 978-0199216628
  • Product Dimensions: 23.4 x 2.5 x 15.5 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 639,029 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


Avner Offer's latest sparkling and intellectually pugnacious contribution to his protean bibliography represents a tour de force of scholarship and provocative argument... this is an enormously rich and highly penetrating and stimulating study, based on vast and perceptive reading and research. It is also novel in its substance and approach. (Barry Supple, The English Historical Review)

An intriguing of Britain's most subtle thinkers about how we live now. (Will Hutton, The Observer)

[A] powerful argument... This is a book that uses the tools of economics to illuminate the myopic lens through which economics views the world. (Barry Schwartz, London Review of Books)

Avner Offer inserts a moral dimension into the study of economic history that has been missing since R.H. Tawney, offering a warning of the undesirable consequences of the pursuit of individual self-interest. (M.J. Daunton, Economic History Review) intelligent, original, provocative, and moralistic book which should make historians think extremely seriously about important questions, even if they find themselves in disagreement with his approach. (M.J. Daunton, Economic History Review)

This insightful book provides a fresh and refreshing new look at life in the United States and Britain over the past half century...provides invaluable insights. (John F Helliwell, EH.NET)

A brilliantly argued book. (William Skidelsky, Prospect)

..always fascinating and thought provoking, Offer's range of reference is remarkably broad. He travels confidently across the social-science spectrum. (Howard Davies, THES)

In the 1960s and 1970s, economists started worrying about environmental and social limits to growth. Avner Offer has added a weighty new critique to this tradition. (The Economist)

The book is an invaluable source of information on changing attitudes and practices in the US and Britain since the end of the second world war. (Samuel Brittan, Financial Times)

an uncompromising work of scholarship (Martin Vander Weyer, The Spectator)

...diligently and readably exposes the extent to which the past 25 years have forced people in the English-speaking world to believe that there is no alternative to dual-income workaholic consumerism, the "hedonic treadmill". (Oliver James, The Guardian)

Sceptics who want some political muscle behind the diagnosis of our discontents will enjoy Avner Offer's account of why more means worse... (Boyd Tonkin and Christina Patterson, The Independent)

Offer makes many compelling and interesting arguments that are backed by a wealth of data and analysis. (Charles Kenny, Business History Review)

This is a wide, wise, and careful book. (Joy Parr, Journal of Economic History)

Offer's narrative of a complex and difficult topic is masterful. (Barnaby Marsh, Economic and Human Biology)

Offer's analysis of the complex relationship between economic markets and relationships and non-economic dynamics such as love, regard and esteem, and the impact of affluence on these interrelated systems, is superb. (Helen Laville, The Americas)

The experience of reading The Challenge of Affluence is suffused with a pervasive suspicion that this might just be one of the most important books you have read. (Tim Jackson, Social Policy and Administration)

a fascinating, ambitious, wide-ranging, freewheeling, and sometimes exasperating book about the perils of affluence. (Bruce G. Carruthers, American Journal of Sociology)

About the Author

Avner Offer is Chichele Professor of Economic History at the University of Oxford and Fellow of All Souls College. Prior to his academic career he spent eight years working as a soldier, farmer, and conservation worker in Israel, where he was born and raised. His other books include In Pursuit of the Quality of Life (1996) also published by Oxford University Press, and he has been researching the question of the quality of life in affluent societies since the early 1990s. He is also a Fellow of the British Academy.

Customer Reviews

4.5 out of 5 stars
5 star
4 star
3 star
2 star
1 star
See all 4 customer reviews
Share your thoughts with other customers

Top Customer Reviews

Format: Hardcover Verified Purchase
Whilst it isn't perfect, this is a powerfully-argued and forensic analysis of changes in British and American societies in the past half-century and more. It is well-researched but never dull. Offer has the gift of writing in a way that doesn't dumb down his analysis but is nevertheless able to be followed by an intelligent lay audience. His central thesis is that Western capitalism's ability to innovate with new products and experiences has run well ahead of the ability of society in general and of many individuals to adjust to such change. This has highly negative consequences, as our short-term appetite for the new goods and services runs well ahead of collective and individual long-term interests. Offer's take on changing gender relations tends to be rather sexist and simplistic (perhaps it's the economist in him; the sociologist is much more sophisticated), but that apart I found it highly thought-provoking. Well worth anybody's time. His account of what's happening to our leisure time, food consumption and other key areas of life is unnerving but, importantly, this isn't a negative, one-sided rant. It is much more balanced, thoughtful and nuanced than that. Offer does suggest ways forward and sees hope in the ability we have to act individually and collectively, to learn from our experiences and to create solutions to present problems. This is an important book. I have been thinking about it since I finished it a couple of months ago and I now understand contemporary problems differently. Highly recommended.
Comment 16 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Paperback
Avner Offer's The Challenge of Affluence starts with certainty and ends with doubt. "Affluence breeds impatience, and impatience undermines well-being", states Offer at the start of Chapter 1. That theme runs through the book to his conclusion, but the lessons he draws from it are not as simple or confidently stated: "Well-being is more than having more. It is a balance between our own needs, and those of others, on whose goodwill and approbation our own well-being depends ... I present these findings in the hope that they will make our choices appear not simpler and easier, but as complicated and intractable as they really are."

In separating out happiness or contentment from affluence in modern, rich economies, Offer's study of the US and UK fits in with a wider intellectual trend, such as that of Jonathan Porritt's Capitalism as if the world matters, Robert Putnam's pioneering work on social capital, Richard Layard's path-breaking Happiness or The Spirit Level.

The breakdown of the link between happiness and affluence as these countries got richer Offer puts down to people succumbing to pleasure now even if it means pain later. Increasing affluence means there is more to tempt them (especially food) so they succumb more often, with resulting more pain following. Or, as he puts it, "affluence undermines prudence". In addition, he says people generally treat change as disconcerting, with the spread of marketing and advertising undermining trust in personal relationships and helping make money the symbol of success rather than non-financial measures.

Much of Offer's analysis sits comfortably with the views often expressed both by political moderates and those on the left.
Read more ›
Comment 3 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Paperback Verified Purchase
This is a very important book. Where or not they agree with the details, the point that Offer is making about human responses to abundance, and the need for social institutions to help us restrain desire for immediate gratification, will change the way the its readers see political and social problems.

My own conclusions from this are broadly conservative, in a Burkeian sense; if you can't rely on individual decision-making to maximise long term social welfare at times of rapid change, then the restraints placed on behaviour by custom may be overwhelmingly important to save us from tragedy. Offer himself gives the example of things such as strict table-manners (for example, the ban in polite society on eating food on the street), which paced the rate of food consumption for those who have long been accustomed to abundance, but had not evolved as a guide to behaviour amongst families for whom food was scarce. When affluence grew - or food became cheap - there was an epidemic of obesity amongst the previously food-poor, because there were no customary restrain mechanisms in place. Equally, he argues that society as awhile was ill-equipped to resist the glut of cheap consumer goods that has flooded it in the last 50 years ('visceral goods')- and therefore we have over-spent and over-borrowed to acquire them, at the expense of investment in human and physical capital that we need (things he calls 'prudential goods').

His own conclusions would probably be more radical, and would incline him to a major role for government to act prudently on our behalf, since we can't do it ourselves. Where we would agree, however, is in identifying the problem - which follows logically from some of the research on behavioural economics, and which he associates with a wide range of highly persuasive - though not conclusive - examples. This is a truly outstanding book and should be read by everyone engaged in social policy issues.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Helpful Customer Reviews on (beta) 4.3 out of 5 stars 3 reviews
6 of 6 people found the following review helpful
4.0 out of 5 stars Consolation for hard times 4 Mar. 2009
By Jay C. Smith - Published on
Format: Paperback Verified Purchase
The Challenge of Affluence: Self-Control and Well-Being in the United States and Britain since 1950
Caught in the current economic crisis your sense of well-being may be on a downturn. But then again, maybe not, provided you can still pay for the basics in life (food, shelter, health care, and the like). Avner Offer explains why.

Subjective well being (SWB) is a psychological notion, representing how satisfied we are with ourselves and our situation in life, how happy we are. There are various controversies about it among social scientists, but numerous surveys have been conducted to measure it, over many years and across many nations.

One of the things social scientists try to do with the SWB data is to ascertain the factors that drive it up or down. How do wealth and income, for example, affect SWB?

Offer draws on the findings of a wide swath of this research to report a number of interesting conclusions. He pulls together the empirical case against the idea that more is always better. We are on a "hedonic treadmill" - as our income goes up our aspirations rise as well, with no progress in our sense of subjective well-being. Cross-national levels of satisfaction are not obviously dependent on national wealth, although at the very bottom the poor certainly suffer. Non-market factors such as the family, human relations in the workplace, and other forms of attachment are better correlates to SWB in economically developed societies.

As affluence has risen our capacity for self-control and prudence has declined, Offer suggests. People exercise "myopic choice" -- rewards arrive faster than the development of capacities for self-control. Thus, "The rewards of affluence produce the disorders of affluence," he says. For example, mental disorder increases with affluence (for nations as a whole).

Given his interpretation of the data, Offer believes that a more equal distribution of wealth and income, both across nations and internally within particular societies, would enhance subjective well being. In part, this observation rests on the shape of the income and status curve: at the top it takes a big change in income to produce an increase in status; at the bottom it takes very little. And one's sense of status is very much a determinant of well-being. Although economic growth improves the quality of life in poor countries, "That does not constitute an argument for further enriching the rich in the most affluent ones," Offer contends.

There is a great deal more rich detail in The Challenge of Affluence than I have indicated here. It a book filled with charts, graphs, and tables of the sort that will be familiar to economists, sociologists, and psychologists. The academic character of it may deter the general reader, however. It should not, for the themes Offer covers are of importance to all of us.

He concludes that our "well-being depends primarily on how (and how well) we understand ourselves. Well-being is more than having more. It is a balance between our own needs, and those of others, on whose goodwill and approbation our own well-being depends." In hard times such as these that may be small consolation, but we will take what we can get.
1 of 1 people found the following review helpful
5.0 out of 5 stars Excellent research! 21 April 2014
By Michael Sofronas - Published on
Format: Paperback Verified Purchase
Very illuminating as places things in its proper and correct perspective. It has helped me by adding more knowledge to my understanding in a way that I can better uncover the blabber mouthed charlatans that insist in sugar coating the truth about the way the playing field has been leveled for their obscene advantage.
34 of 39 people found the following review helpful
4.0 out of 5 stars Wealth of information and insightful interpretation 7 Mar. 2007
By Herbert Gintis - Published on
Format: Hardcover
The great American vaudeville singer Sophie Tucker remarked, "I've been rich and I've been poor---and believe me, rich is better." This book, which documents in great detail and insight the vast growth in per capita income in the United States and Britain (with some attention to other countries) over the past century, contrasts Sophie Tucker's widely shared sentiment with the carefully researched fact that people are getting richer, but they are not getting happier. What, asks Offer, accounts for this curious situation?

An earlier generation answered this question by noting that being richer involves both having more than before, and having more than others. If relative status is important but absolute wealth is not, argued Robert Frank (1985), then when everyone becomes richer, average well-being will not increase. Indeed, this had been the common view (although with numerous dissenters), since James Duesenbury's famous "ratchet effect" explanation of the macroeconomic consumption to income ratio (Duesenberry, 1949) and the similar view of Modigliani (1949). While relative status is clearly important for some individuals, there is no convincing evidence that it of great importance to most individuals. Certainly many individuals are eager to become a smaller frog in a larger pond by moving to a richer community, and the rate of migration from poor to rich countries is hardly favorable to the relative status hypothesis. Moreover this "hedonic treadmill" explanation ran afoul of the data in a brilliant study by Brickman et al. (1978). They found that large exogenously-generated changes in material circumstances, such as winning the lottery or becoming handicapped through accident exhibit little difference in subjective well-being even several months thereafter. The general implication of this line of research is that some people are happy and some are unhappy, and changes in wealth position has little long run effect on their subjective well-being.

Offer appears basically to accept this position (although he is quick to stress that insightfully interpreting the Modern Condition is not his forté9), updating it using information from several recent studies that find that poverty, divorce and unemployment have major negative impact on personal well-being, and there is a small but significant positive slope to the income and well-being relationship even above the poverty line, both within and across countries, especially when objective measures of well-being are used (mortality, morbidity, life expectancy, major incidence of mental illness, infant mortality, and the like).

Many environmentalists and progressive egalitarians accept this view on the basis of personal observation, using it to suggest alternatives to GDP growth and redistribution towards the poor. But, the hedonic treadmill is deeply counter-intuitive. People make great sacrifices to achieve financial security and to assure their children with the fruits of material progress, and upon serious introspection, few will affirm that the benefits are either relative or short-lived. Personally, I have been poor and did not like it, and I am now comfortably well-off, and I like it quite a bit---every day and every little luxury (such as sitting here overlooking the Danube writing this book review on a first-class laptop, every keystroke of which gives me great pleasure, and which plays whatever enchanting music happens to be my current whim, over an Internet connection, using a music service that I---and millions of others---can afford a subscription). Moreover, subjective well-being is very important, but the fact is that neither I nor my wife, nor my son, would be alive today if it were not for modern amenities (in this case, medical services).

Offer explains the hedonic treadmill (the term is due to Brickman and Campbell (1971), and is not used by Offer) using modern behavioral economics. Because of the common tendency to prefer small short-term rewards to large long-term rewards, we do not know how to turn the vast increases in material wealth that has come to us into real well-being (Ainslie, 1975, Elster, 1979, Loewenstein and Hoch, 1991, Laibson, 1997, Oswald, 1997, O'Donoghue and Rabin, 1999). The "challenge of affluence" is, according to Offer, the problem of learning to dealing with affluence in a manner that turns material comfort into human self-actualization. Observing the antics of (a highly visible but unknown fraction of) the newly rich, with their obscene displays of opulence, their vulgar tastes, their substance addictions and broken families, and their corrupted children does indeed remind one of the prejudices of "old wealth" that has had a few generations to adjust to material comforts against the base aspirations and untutored behavior of"new wealth." Perhaps, then, there is a hope for the affluent societies after all.

Unfortunately, there is no known science of self-actualization, so my remarks on the topic must perforce flow from observation and introspection (it is little solice to be reminded that Hume, Locke, Shakespeare, Voltaire, and their like, relied almost exclusively on such forms of knowledge). I recall my concern for such issues in writing my Ph.D. dissertation some forty years ago, the head quote of which was from the jazz pianist Mose Allison, who wrote "things are getting better and better. It's people I'm worried about." I took my inspiration from the Karl Marx of the Economic and Philosophical Manuscripts of 1844, which precede his development of historical materialism, and reflect the Zeitgeist of Hegel and Feuerbach (Marx, 1959). My interpretation of Marx's argument was that human nature (Marx used the term Gattungswesen---species-being) consists in several capacities, physical, psychomotor, cognitive, affective, aesthetic, and spiritual, and well-being consisted in the full development of these personal capacities. While a high level of material affluence is not an absolute prerequisite to such personal development, for those of use lacking an innately saintly character, it surely helps. Goods, services, and leisure, in this view, are merely instruments that facilitate the growth of personal capacities, and the cardinal sin of life in the affluent society is to "fetishize" commodities in the vain belief that they represent a direct route to self-fulfillment: what you cannot be, your money can buy for you. The correct position, I believe, is that what you are not, your money can help you become---a far more engaging, yet optimistic, take on the challenge of affluence. I developed this theme in several articles (Gintis 1972a,b 1974). The theme has been developed in an extremely powerful manner by Nobel prize economist Amartya Sen (1985).

Does affluence lead to the demand for the development of personal capacities, or to the deepening of commodity fetishism? The picture is not uniform. While there is no doubt but that American and British workers trade off income for job quality and leisure, they appear to do so at a lesser rate than their European counterparts. Indeed as Offer notes (p. 324), family work hours have reversed their long-term downward trend in the United States and has been increasing in recent years, in large part due to increase female labor market participation. Of course, both work hours and leisure have increased for American families due to the prevalence of labor-saving technology in the home and the movement of health care, food preparation, and education from the home to the market. Moreover, the quality of jobs has doubtless improved with the shift from unskilled manual labor to skilled white collar labor, and many individuals consider their work experience as a positive contribution to their well-being, much as our hunter-gatherer forebears did, with a joy that perhaps was confined to a small minority in the long diaspora between life in the Pleistocene and life in modern, technologically advanced, society. On the other hand, there is nothing quite as revolting as a statistic reported in The Economist several months back that 80% of French college students aspire to a career of lifetime security as functionaries in the French government bureaucracy. Such a career may be self-actualizing for a fraction of French youth, but my insight into human nature judges 80% as an order of magnitude too high.

Offer's analysis makes it clear that economic research and proactive social policy may play an important role in meeting the challenge of affluence. The American public, for instance, voraciously consumes advice on living the good life, the news being full of the latest studies on proper diet, health maintenance practices, spiritual life, and management of interpersonal relations. It is likely that future improvements in the treatment of mental and physical illness will somewhat level the playing field in the capacity of individuals to live fulfilled lives, liberating the self-help books from the realm of self-survival to that of self-actualization. There has been a notable increase in research in this area (Frey and Stutzer, 2005), including the impressively thorough work of Daniel Kahneman and his co-workers (Kahneman and Krueger, 2006).

Throughout most of its history, economic theory has followed Jeremy Bentham's utilitarianism. It was Bentham who opined "Prejudice apart, the game of push-pin is of equal value with the arts and sciences of music and poetry. If the game of push-pin furnish more pleasure, it is more valuable than either. Everybody can play at push-pin: poetry and music are relished only by a few." Bentham's egalitarianism is laudable, but the alternative is that Pushkin is better than pushpin, and the uneducated are cut off from fruitful paths of self-realization by not being capable of appreciating Pushkin. Indeed, my early publications took the position that not all preferences are equal, a position advocated before me by John Stuart Mill in his opposition to Bentham's utilitarianism. Happiness, I argued in support of Mill, is as much the development of preferences as their satisfaction. What are more developed preferences? They are ones that draw more heavily on our innate capacities, physical, psychomotor, affective, cognitive, aesthetic, and spiritual. My viewpoint was considered virtually heretical at the time. I still remember the embarrassed chuckles of my fellow graduate students in Robert Dorfman's Microeconomic I class when I suggested that some tastes are better than others. I analyzed the welfare implications of preference change in a less off-hand manner in my Ph.D. dissertation (Harvard University, 1969). To my surprise (and delight) in his Nobel Prize acceptance speech in 1970, Paul Samuelson pointedly criticized my writings on the grounds that economists should not impose their personal tastes and moral choices on others. "Just recently, says Samuelson, I was reading an article... written in blank verse...The writer was scathing on the notion of Pareto-optimality. seemed to me that precisely in a society grown affluent...there arises an especial importance to the notion of giving people what they want." My foray into blank verse may not have panned out, but as evidence of progress in economic theory, there are probably few economists alive today that do not believe that an important contribution of the economy to well-being is the improvement of moral character and personal capacities to enjoy what life has to offer.

Offer's book covers consumption and leisure as source of personal well being, but there is strong evidence that social conditions are also important source of happiness and unhappiness. For instance, Frey and Stutzer (2000) exhibit a strong correlation between the level of political democracy and individual well-being, correcting for the effects of democracy on material wealth. However, there is some evidence that the correlation is bidirectional. There is also evidence that some minority groups who are victims of social prejudice suffer attenuated well-being. These phenomena should be included in an overall assessment of the causes of well-being.

The major innovation in Offer's analysis is his deployment of the results of behavioral research in economics and psychology towards understanding the relationship between economic growth and individual well-being. By well-being, Offer almost always means subjective well-being, and despite an excellent treatment of the relationship between health, status, and income, I would have liked and expanded treatment of the objective aspects of well-being, such as mortality and infant mortality. I suspect that Offer will be the start of a trend in economic growth research that uses behavioral measures and experiments to assess the success of various policies, and to suggest ways of transcending the human weaknesses that prevent the translation of material comforts into happiness and self-actualization.
Were these reviews helpful? Let us know