Morals And Markets: The Development of Life Insurance in the United States

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Zelizer, Viviana A. Morals and Markets: The Development of Life Insurance in the United States. New Brunswick: Transaction Books, 1983 (1979).

Acknowledgments	viii
Introduction to the Transaction Edition	ix
Preface	xi
1. Historical and Economic Background	1
2. The Persistent Puzzle	9
3. A Comparative Perspective	27
4. The Impact of Values and Ideologies on the Adoption of Social Innovations: Life Insurance and Death	41
5. Life, Chance, and Destiny	67
6. Marketing Life: Moral Persuasion and Business Enterprise	91
7. The Life Insurance Agent: Problems in Occupational Prestige and Professionalization	119
Conclusions	149
Notes	155
Selected Bibliography	183
Index	201