"Time for feelings," "Scream with joy," "For the joy of driving" - advertising slogans like these illustrate a central mechanism of contemporary capitalism: goods produce feelings, and at the same time, feelings become commodities. How did this intertwining of emotions and consumption come about? What does it mean for the identity of the modern subject? And how can true feelings be recognized and commodity feelings criticized? The contributions gathered here explore these questions in specific fields (e.g., tourism, music, sexuality) and come together to form a comprehensive ethnography of the pursuit of emotional authenticity - that modern experience generated by the co-production of feelings and consumption practices.